Kate Spade New York

Bringing the brand’s ‘playful sophistication’ to life online.

Project Synopsis

Not long ago, Tumblr was a bustling platform for content creators. With its millions of young and creative users, and its emphasis on highly visual posts and lively graphics, Tumblr provided the perfect space in 2015 for a fashion brand to engage its audience with beautiful content.

Storyware enabled Kate Spade New York to transform their Tumblr into their official blog by curating their design ideas from a UX perspective, building out a custom theme and migrating their WordPress content over to the new site. This resulted in a high-quality user experience across all devices.


  • Page Wood
  • Todd Wickersty
  • Graham Blevins

The clean layout allows their content to take center stage. But it’s what’s happening behind the scenes that really sets Kate Spade New York’s blog apart.

Our years of Javascript development combined with a deep knowledge of Tumblr’s API enabled us to devise a variety of ways to showcase content on Tumblr in a unique manner.

Throughout the project, we worked closely with Kate Spade New York’s designers in-person and remotely to develop custom layouts for everything from headings and posts, to buttons and photo-sets.

Our attention to detail turned a good design into a great one – and provided the Kate Spade New York team the flexibility they needed to present fun, creative and diverse content.

What We Did

  • UX Consulting
  • Web Development