Angie Sánchez Zapata
Brand Identity Designer & Creative Director | Visual systems
MRH — Website Redesign & Ecommerce Optimisation Project Type: UX/UI Redesign, Shopify Development & SEO Sector: Streetwear & Urban Apparel
The context: MRH already had an online store, but it lacked structure, consistency, and a clear customer journey. Rather than redesigning isolated screens, I approached the project as part of a broader brand strategy — identifying friction points across the entire shopping experience and rebuilding the site around usability, storytelling, and scalability.
My role: I led the full redesign end to end — from information architecture through custom Shopify development and SEO — working directly within the brand system I had already established for MRH.
What I did:
Reorganised the site's information architecture, simplifying navigation, menus, and product discovery for a more intuitive purchasing flow
Redesigned the homepage — the highest-abandonment section — into a clearer introduction to the brand and its universe
Separated storytelling from technical product information across product pages to improve readability and purchase decisions
Built a dedicated blog giving each illustrated character its own narrative, connecting editorial content to ecommerce without interrupting the buying experience
Developed custom Shopify components using Liquid, including interactive size-chart pop-ups (managed through metafields), dynamic product characteristics with visual icons, FAQs, trust indicators, and automated "Notify Me" functionality for out-of-stock items — all designed for the client to manage without touching code
Restructured product categories into a dedicated Products section (previously a single catalogue-all page) and built a custom Collaborations page that auto-groups tagged products by partner brand
Ran a complete SEO optimisation pass: restructured product descriptions, built keyword-focused URLs and metadata, and created a scalable metafield system so new products publish following the same optimised structure
Set up quick-response templates in WhatsApp Business to streamline customer service
Created a dedicated brand page explaining MRH's origins and philosophy, strengthening the connection between visual identity and digital presence
The result: A website that isn't just visually stronger — it's easier to manage, more discoverable through search, and built to support MRH's growth long after launch.
Full case study on Behance
(https://www.behance.net/gallery/253684079/Website-Redesign-Ecommerce-Optimization)Live web (https://mrh-brand.com/)
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MRH — Building a Brand Identity System for a Streetwear Label
The challenge: MRH is a Colombian streetwear brand with a strong creative instinct — rooted in Japanese aesthetics and a clear sense of who they wanted to be — but no system to express that consistently. No brand manual, no visual structure, just raw identity waiting to be organised.
What I did:
Conducted a full brand audit to understand their visual language, values, and audience
Developed a cohesive brand identity system translating their Japanese-inspired aesthetic into consistent visual rules
Built a strategic brand structure to guide how the identity shows up across every touchpoint — from product to digital presence
The result: MRH didn't become a different brand — it became a more consistent one. Same energy, same roots, now backed by a system that lets it scale without losing what made it recognisable in the first place.
If your brand has the instinct but needs the structure, I can help you find it.
Full case study on Behance: https://www.behance.net/gallery/253561681/Brand-Identity-MRH
Live web: https://mrh-brand.com/
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FIZZ — Luxury Mobile Cocktail Bar Brand Identity
FIZZ needed a brand that felt as refined as the experience it sells — luxury cocktails, served anywhere. Starting with zero brand equity, I developed the complete identity from concept to application: brand narrative, logo system with intentional anatomy (curves for elegance, bubbles for the cocktail surface, waves for the mixing process), a 5-tone color palette anchored in Teal and Old Gold, and a typographic system built for premium environments.
The visual language draws from Italian Amalfi coast aesthetics — warm, coastal, effortlessly elevated. Every element was designed to translate across both intimate private events and high-end venues without losing its character.
Deliverables included two logo versions (horizontal and vertical), brand patterns, a comprehensive brand guidelines system, and three physical applications: the mobile bar wrap, printed menu, and branded drink coasters.
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LG Building Management — Brand Identity & Web Design.
LG Building Management came with a clear vision but no brand — a Sydney-based company specialising in luxury residential and commercial property management, entering a competitive market with nothing to show clients except their word.
I built the entire brand presence from zero: a logo system with two versions (principal and horizontal), a refined colour palette and typography system aligned to the luxury real estate sector, and a complete set of print collateral, including brochure and business cards — all designed to communicate trust, precision, and premium service from the first touchpoint.
Beyond the visual identity, I architected and designed the company website on Wix from scratch — organising the information structure when the client had a vision but no content hierarchy. The site launched with four homepage sections and three pages (Services, About, Contact), designed to convert first-time visitors into inquiries.
The result: within months of launch, LG Building Management secured its first clients and now operates with two fixed ongoing contracts in the luxury property sector.
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