Brand Identity and Digital Platform for The Blue Tutu

Services: Branding · Website Design & Build · E-Commerce Integration · Content Strategy

The Blue Tutu is a creative fashion brand specializing in one-of-a-kind, hand-painted, upcycled vintage clothing — every piece is wearable art. I partnered with founder Isabella Anderson to craft a brand identity and digital presence that elevated the artistry of her designs while supporting the practical needs of running an e-commerce business.

The Blue Tutu needed a digital home that felt as expressive and imaginative as the garments themselves while still delivering a seamless shopping experience. The goal was to strike a balance between artistry and professionalism, ensuring the brand appealed to both fashion enthusiasts and conscious consumers.

We began with brand identity development, creating a visual language that blended the raw, expressive qualities of hand-painted work with a polished, editorial aesthetic. Using Figma and Adobe Illustrator, I designed a logo system, color palette, and typography guidelines that captured both playfulness and sophistication.

On the digital side, I designed and developed a full Squarespace Commerce website, ensuring a clean and intuitive layout that positioned each garment as a collectible piece. Product pages were structured with storytelling in mind, using large imagery and detail-focused layouts to highlight craftsmanship. To optimize the customer journey, I integrated Stripe for payments, Squarespace Inventory & Orders for fulfillment, and basic SEO setup to support discoverability.

Recognizing the role of narrative in fashion, I built an integrated blog where Isabella could share her creative process, inspirations, and collection stories. I also created a content calendar and social media framework (planned in Notion and designed in Canva) to guide consistent posting, helping extend the brand identity naturally into Instagram and other channels.

Brand identity development (logo, typography, color palette, guidelines)

Squarespace website design & build with e-commerce integration

Optimized product pages for storytelling and conversions

Integrated blog for ongoing narrative and community building

Social media calendar with categories and prompts

Streamlined backend systems for inventory, payments, and fulfillment

The Blue Tutu now has a digital presence that elevates its artistry while making day-to-day operations seamless. With a cohesive brand identity, a dynamic e-commerce storefront, and content systems in place, Isabella is equipped to scale her audience and business while staying true to her values.

“Lexie took my vision and built a whole world around it. She understood that The Blue Tutu is about more than clothing — it’s about story, artistry, and connection. The website, blog, and content framework she created give me confidence to grow, while the brand identity feels true to who I am as a designer. It’s been transformative.” — Isabella Anderson, Designer & Founder, The Blue Tutu