NOVETTI is a contemporary New York fashion brand concept built around the idea of bold self-expression, modern distinction, and unexpected design. This project was one of my explorations into how a fashion identity can extend beyond a logo into a complete digital brand experience.

I developed the visual direction across e-commerce, mobile experiences, campaign visuals, social media, app interfaces, and digital storytelling, creating a system that feels editorial, confident, and unmistakably fashion-forward.

The creative direction centers around the statement:

I wanted NOVETTI to feel experimental without losing its premium character. The identity combines a predominantly black foundation with striking electric lime, vivid blue, soft pink, and warm neutral tones, creating a visual language that feels youthful, expressive, and distinctive.

A major part of the project was translating the identity into a modern fashion e-commerce experience.

The digital concepts include:

Responsive fashion website

Mobile shopping experience

Campaign landing pages

Product browsing and collections

Membership / NOVETTI Club experience

App icon design

Promotional CTAs and campaign modules

Social media content

Instagram & story concepts

The interface was designed to balance editorial fashion storytelling with practical e-commerce usability, allowing imagery, typography, and product presentation to work together naturally.

The identity uses bold typography, high-contrast layouts, oversized headlines, experimental color combinations, and strong photographic compositions to create a recognizable brand presence.

The custom “N” symbol acts as a compact visual signature that can live independently across app icons, digital interfaces, campaigns, and other brand touchpoints.

The identity was explored across:

Fashion e-commerce website

Mobile app screens

App icon

Social media campaigns

Instagram posts

Instagram Stories

Digital advertisements

Campaign landing pages

Membership experience

Product presentation

Fashion editorial layouts

I worked across the project as a Brand & Digital Designer, focusing on:

Brand Identity

Logo & Symbol Design

Art Direction

Visual Direction

UI/UX Design

E-commerce Design

Mobile App Design

Campaign Design

Social Media Design

Digital Brand Experience

The focus throughout the project was consistency without making the brand feel repetitive. I built a flexible visual system that could shift between minimal product presentation, expressive campaign moments, and bold editorial compositions while still feeling unmistakably NOVETTI.

The result is a fashion identity designed not just to look premium, but to create a distinct personality across every digital interaction.

NOVETTI demonstrates my approach to creating brand ecosystems rather than isolated brand assets. By combining identity, digital product design, e-commerce, and campaign direction, I created a cohesive experience that gives the brand room to evolve across fashion, technology, and culture.

Have a brand, digital product, or creative project in mind? I’d love to hear about it. Whether you need a complete brand identity, a high-converting website, or a polished digital experience, let’s turn your idea into something meaningful and visually powerful.