An Illustration-led Fashion Brand on Shopify

Githerments is an ethical fashion label based in Blackbutt, Queensland. The founder had a strong creative vision: sustainable, joyful, ethically made fashion with a sense of history and irreverence. What she didn't have was a visual system to carry that vision consistently across formats.

Without one, every piece of content would start from scratch, every product page would look different, and the brand would never build the recognition it needed to grow.

The visual identity needed to work across blog illustrations, product pages, social content, packaging, and web. It needed to feel immediately recognisable as belonging to this brand and no other. And it needed to be generative: a system that could produce new assets to brief, not a fixed set of illustrations that would run out after launch.

I also built the Shopify store, so the identity system had to be designed with real ecommerce constraints in mind: how illustrations sit on product pages, how colour works at thumbnail scale, how the brand reads in a crowded Instagram feed.

I structured the visual identity as three interconnected layers, each reinforcing the others.

Layer 1: The illustration system. I developed two complementary illustration modes. The fashion figure illustrations (bold, art deco-influenced characters in dynamic poses) carry the brand's personality across editorial content, blog posts, and social. The decorative object and motif system (ornate scissors, thread spools, mythological figures, intricate botanicals) provides a rich supporting visual language for product pages, packaging, and pattern work. Both were created in Procreate and refined using Stable Diffusion with a custom LoRA model trained on the brand's emerging aesthetic.

Layer 2: The colour and background system. Every illustration sits on the same amber/gold background with a consistent palette of deep navy, teal, magenta, violet, and red outlined in gold. The result is immediate visual coherence: any piece of content is recognisably part of the same world, whether it's a product page, a social post, or a hang tag.

Layer 3: The content pipeline. The illustration system was designed to be generative. New figures, objects, and motifs can be produced to brief using the custom LoRA model and Procreate workflow, maintaining consistency without requiring the brand to start from scratch for every new piece of content. I also built AI brand writing assistants in ChatGPT and social content templates to support ongoing output.

Logo design and complete illustration system (fashion figures + decorative motifs)

Shopify store, built and launched

Colour and background system for use across web, product, packaging, and social

Custom LoRA model trained on the brand aesthetic for ongoing illustration production

AI brand writing assistants and social content templates

Content strategy and social templates for ongoing output

The brand launched looking like it had been building for years. That's what a system does: it compresses time. Every illustration, every product page, every social post reinforces the same world. And because the pipeline is generative, Githerments can keep producing on-brand content without coming back to me for every asset.