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.
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. It is deliberately presented at mobile scale so the original 720 × 1280 source remains crisp.
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.
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