A refined ecommerce experience crafted for Serene, a contemporary fashion brand built around simplicity, confidence, and timeless style.
This concept explores a balance between editorial fashion storytelling and seamless online shopping — combining immersive imagery, elegant typography, and a minimal interface to create a calm yet luxurious digital experience.
The homepage focuses on showcasing the collection through a magazine-inspired layout, allowing each piece to breathe while highlighting the craftsmanship and identity behind the brand.
Marigold was a one-day concept for a design challenge. I set the direction in real photography before generating anything.
That order matters more than people think. If you generate first, you're negotiating with whatever the model offers. If you shoot or choose real references first, you've set a standard the rest of the work has to meet.
The tool didn't set the taste. It matched a bar that already existed.
Built the site for Linea — a boutique rail brand where the whole UI is made of the same rule as the print system.
Every route card's red line isn't decoration, it's that route's actual elevation profile. Fare tiers aren't styled, they're the same data at different density.
The logo's sparkle mark even resolves from the exact same contour-drawing logic, live on the page.
Every route has a shape. Most travel brands decorate over it.
For Linea, I built the whole system — ticket, app, uniform, packaging, site — around one rule: trace the actual terrain. Even the logo mark is generated by the same line that draws the mountains.