Levi’s denim is a timeless American invention that endures in nearly original form. That’s because Levi’s, as a company, has always been willing to change. What began in a San Francisco storefront and became a wholesale staple is now an iconic global brand with a direct-to-consumer approach. We partnered with Levi’s to help them continue evolving for a new generation and a digital age. It felt like pulling on our favorite pair of jeans.

Levi’s has intentionally strengthened its DTC model to anticipate next gen buying behavior. DTC sales now account for more than 30% of the company’s revenue, presenting Levi’s with an opportunity to fully adopt a modern, innovative ecommerce experience.

Expanding on the partnership we formed to create a mobile app for loyal customers, Instrument and Levi’s completely reimagined levi.com, the brand’s central ecomm platform. Together, we transformed the site into a multi-surface digital ecosystem that adheres to a new design system, anchors Levi’s omnichannel strategy, and embraces the future of shopping.

Instrument has been a key extension of our design and technology team. They have helped us launch the future of the Levis digital experience across all channels. The thing that puts them above anyone else is the fact that they care as much about your business as you do.

George ColburnDirector of User Experience at Levi Strauss & Co.

The Levi’s Mobile app lets the brand shine, provides users with a customized experience, and serves as a home for loyalty programs in both Europe and the US.

In close collaboration with Levi’s design and development teams, we established a vision for levi.com that optimized UX top to bottom. A set of best-in-class front-end components elevates the brand and replicates a Levi’s in-store experience, emphasizing the physicality of products in a digital space through fit education, head-to-toe looks, and compelling product details. The design is simple, intuitive, and confident, allowing iconic styles to speak for themselves.

The design system reflects the brand’s future, blending content and commerce to deepen next gen shoppers’ relationship with the brand and draw special attention to Levi’s industry-leading sustainability initiatives and humanitarian efforts.

Our engineers acted as a true extension of the Levi’s development team as we built responsive, interactive components that extend to a broad range of Levi’s digital properties, including dockers.com. This allows marketing teams to create custom designs and layouts at a high fidelity and with maximum flexibility. We played an integral role in creating and updating hundreds of components, performing code reviews, and setting the guidelines under which front-end code was documented and executed across all teams.

The result is a beautiful, swift, and seamless experience for shoppers that’s optimal for mobile and built to support an ever-increasing share of Levi’s revenue. Within a few days of launch in the US, the conversion ratio on levi.com was up nearly 7%, and product views across all next gen sites increased by 20%.

A 3x3 grid of webpage designs that we created for Levi's showcasing the just how extensive and flexible our design system is

Beyond levi.com, our partnership brought about an evolution of design and development at Levi’s and instituted a truly modern approach to ecommerce, establishing an agile engineering process that iterates in lockstep with design and makes it easy to manage a huge library of components. We hope it lays the groundwork for another 130 years of Levi’s history, and keeps us forever in blue jeans.

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Our Roles


  • Technical Strategy
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