OTM
Brand identity, design system, and end-to-end creative direction for a trend-led e-commerce platform, taking it from a broken brief to a successful launch.
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Context
When I joined the OnTrendMaker project, the product was in a difficult place. A disconnect had developed between the stakeholders and the agency building it, stakeholders were feeding back endless rounds of edits that were progressively breaking the user experience rather than improving it. There was no brand identity to anchor decisions, no design system to align the team, and no clear creative direction. The project was drifting.
problem
The core issue wasn’t the product itself, it was the absence of a creative foundation. Without a defined brand identity or visual language, every stakeholder review became subjective, every iteration created new inconsistencies, and the agency had nothing authoritative to build against. The experience was suffering as a result.
APPRoACH
Discovery
Audited the existing build and stakeholder feedback to identify where the decision-making was breaking down. The pattern was clear: disagreements were happening at a surface level because there was no agreed visual language underneath. Fixing the symptoms wasn’t enough, the brand needed to be built from the ground up first. To align stakeholders and create a shared understanding of the challenges, I consolidated my findings, observations, and recommendations into a simple discovery document that served as the foundation for subsequent discussions and decisions. Discovery & Stakeholder Alignment Document: https://acrobat.adobe.com/id/urn:aaid:sc:eu:cc8de4c4-4ec6-40a2-9f53-96d7a0984771
Strategy
Establish the brand identity as the single source of truth before any further product decisions were made. Then build a design system robust enough that developers could execute consistently without needing constant creative input. Take ownership of the full creative process to remove ambiguity from stakeholder reviews.
Brand identity
Designed the brand identity from zero , logo, typography, colour system, and visual language. Built for a trend-led, digitally native audience: bold, editorially confident, built to live on screens. The identity gave the product a clear personality it had been missing. To explore the full brand identity presentation, please view the complete deck below:
https://www.figma.com/proto/WOMh59j12sdxNfrQYf5RUB/OTM-Brand-Identity?node-id=504-442&starting-point-node-id=2%3A2&page-id=0%3A1&t=hBpSoIhy9gilJHO6-1
design
Created a full style guide and component library shared directly with the development team. Defined UI patterns for the e-commerce experience, product pages, navigation, checkout, and marketing surfaces, all grounded in the new brand language.
build
Managed the project end-to-end through to launch, acting as the bridge between stakeholders and developers. With a clear design system in place, revision cycles shortened, decisions became faster, and the experience held together.
launch
Led the go-to-market creative strategy. Produced campaigns, social assets, and launch materials to drive traffic to the platform from day one.
