Brand, apparel & ecommerce
Palma
Developing an independent streetwear label from visual identity and garment production files through campaign direction, audience building and Shopify.
- Role
- Founder & Designer
- Period
- 2024—Present
- Focus
- Identity / apparel / campaign / ecommerce
Overview
Palma is an end-to-end brand project. I created the identity, developed garment graphics and print placements, worked with suppliers through sampling, directed campaign content and built the ecommerce experience—learning how every creative decision affects the final product.
- Objective
- Turn an independent streetwear idea into a recognisable brand, a manufacturable product and a route from launch content to purchase.
- My contribution
- Founder and designer: identity, garment graphics, supplier specifications, sampling, campaign content and the Shopify storefront.
- Marketing approach
- A pre-launch sign-up page and consistent social content, supported by a carousel that moves from product reveal to print detail and a styled campaign image.
- Observed outcome
- 196 pre-release sign-ups recorded in my CV. The supplied Shopify view for 5 August 2026 shows 102 sessions, 17 completed checkouts and £510 in total sales.
The ambition
Build a label with a point of view—and the production detail to make it real.
The creative idea centred on collectible, culture-led apparel with a balance of collegiate, classical and contemporary references. The challenge was carrying that character consistently from logo and garment artwork to photography and purchase.
Short-form campaign
A social-native return campaign.
I developed the concept, AI-assisted visual direction, edit and sound-led pacing for a vertical launch piece. The vertical format keeps the product and message readable in a mobile feed.
Designed for short-form feeds, with strong product framing and a fast visual hook.
Campaign direction
Product images with a coherent world around them.
Campaign imagery combines real garment detail with AI-assisted settings and art direction. Each output was selected and refined to keep the clothing readable while building a distinctive mood around the brand.
Social content system
A swipe-led story from product to campaign.
I structured the first three visuals as one Instagram carousel: establish the garment, reward attention with print detail, then finish on a styled campaign image. Additional lifestyle and product-range assets extend the same visual language across the feed.
Garment production
From graphic idea to supplier-ready placement.
I developed front and back layouts, colourways, physical print dimensions and clear artwork presentation for sampling. Open any specification to inspect the placement and graphic detail at full resolution.
Identity system
A flexible family of marks and graphics.
The system combines a script signature with secondary marks and expressive garment artwork. Production diagrams translate the creative intent into exact dimensions.
Ecommerce
Turning attention into a considered storefront.
I built and branded the Shopify experience, from a focused pre-launch capture page to product-led browsing. The selected analytics view records 102 sessions, 17 completed checkouts, £510 in sales and a £30 average order value—showing the project through to real trading performance.
Source: supplied Shopify analytics for 5 August 2026, compared with 4 August. This is a single captured trading period, rather than lifetime sales. Its 16.67% conversion rate is based on 102 sessions; the capture does not establish which campaign generated the orders or show profit.
What this demonstrates
The commercial discipline behind building a creative idea yourself.
Palma has made me a better designer because I have had to live with every decision—from whether artwork can be printed correctly to whether the final image makes someone want to learn more.
- Brand and campaign direction
- Illustrator garment artwork
- Supplier and sampling communication
- Shopify and audience building