Women’s Clothing Brand
Rebuilding the Identity & Omni-Channel Experience for a Women’s Fashion Brand
Uniting branding, e-commerce, and retail in one cohesive, elevated customer journey.
A women’s clothing brand approached me during a period of rapid growth when their online presence, visual identity, and retail experience no longer represented who they were becoming. They needed clarity, cohesion, and a brand system that could scale across both digital and physical environments.
I partnered with them to redesign their brand identity, elevate their storytelling, rebuild their e-commerce experience, and create branded assets for their brick-and-mortar store ensuring customers received one consistent, emotionally driven brand experience across every touchpoint.
+38% Growth in returning customers after brand realignment
+62% Improvement in first-purchase conversion rate
Omni-channel alignment across e-commerce, packaging, and retail signage
Goals
Rebuild the brand identity to feel modern, cohesive, and emotionally aligned
Elevate product presentation to increase perceived value
Strengthen e-commerce performance and reduce decision fatigue
Create consistent branding across packaging, tags, and retail signage
Design a customer journey rooted in self-expression, confidence, and belonging
Support the founder in developing a clearer narrative and brand vision
My Role
Brand Identity & Visual Direction
Logo Design Supervision & Refinement
E-Commerce UX Strategy & Optimization
Product Storytelling & Messaging Framework
Packaging & Tag Design
Retail Signage Design
Lifestyle & Visual Creative Direction
Customer Journey Mapping
Emotional Branding Framework
What I Did
1. Reimagined the Brand Identity
I redesigned the entire visual language of the brand, including:
logo refinement
color palette
typography
mood direction
product presentation style
in-store signage guidelines
The new identity reflected confidence, femininity, and empowerment these are the core emotional drivers of the brand.
2. Built an Emotional Messaging System
I created a messaging framework rooted in self-expression and identity psychology, turning the brand into more than a clothing store and into a place where women feel:
seen
celebrated
confident in their own skin
This shifted customer behavior from browsing to connecting, and from connecting to purchasing.
3. Rebuilt the E-Commerce Experience
I optimized the online shopping experience by:
restructuring product categories
improving naming conventions
rewriting product descriptions for clarity + emotional value
fixing UX friction points
improving mobile conversion paths
enhancing photography direction
The result was a cleaner, smoother, more inspiring experience that supported both new and returning customers.
4. Designed Packaging, Tags & Retail Signage
To align the in-person experience with the online brand:
I designed polished garment tags
Created branded bags
Developed the retail store sign
Introduced a cohesive packaging aesthetic that elevated perceived value
This unified the brand across all customer touchpoints.
5. Supported the Founder With Brand Vision Clarity
Through collaborative sessions, I helped the founder articulate:
who the brand is
what it stands for
who it serves
why customers emotionally connect to it
This clarity allowed all marketing, design, and operations to flow effortlessly.
Results & Impact
Brand Perception Improved
Customers described the brand as “elevated,” “more put together,” and “premium.”
Stronger Engagement
Customers spent more time on site and engaged more with product descriptions and imagery.
Higher Conversion Rates
More cohesive design led to increased trust resulting in increased purchases.
Consistent Brand Experience
Online and physical branding finally matched, increasing repeat foot traffic and online returns.
Streamlined Founder Decision-Making
With a clear brand system, future design and product decisions became effortless.
“Anna didn’t just give us a new brand she gave us a new facelift. Our store finally looks and feels like the business we always wanted to be, and our customers immediately felt the difference.””
