The Brief: Create an entirely new luxury lifestyle brand from the ground up—one that could seamlessly blend elevated fashion, self-care, and everyday essentials into a cohesive direct-to-consumer experience. The engagement extended far beyond visual identity, requiring ownership of every customer touchpoint, from brand strategy and packaging to e-commerce, operations, fulfillment, and the launch of the brand's debut retail experience.
My Approach: From the ground up, I built the Laila Elizabeth brand, shaping every customer touchpoint from identity through launch. I designed the Shopify website and mobile experience, developed the visual identity and art direction, created product imagery and social content, and established a cohesive brand system across digital and physical experiences.
Beyond creative, I partnered with production and operations to bring the business to life—sourcing vendors, designing packaging and hang tags, integrating Pietra with Shopify, mapping products for fulfillment, and building the shipping and returns workflow.
To launch the brand into market, I designed the creative for its debut pop-up experience at the Palm Beach Polo & Country Club, producing event branding and environmental graphics that introduced the collection while supporting fundraising efforts for the Breast Cancer Research Foundation.
Scope of work:
Brand identity and creative direction
Shopify website UX/UI design (desktop and mobile)
E-commerce architecture and product merchandising
Product photography direction and digital imagery
Social media strategy and launch content
Packaging system, hang tags, labels, and shipping collateral
Vendor sourcing, print production, and manufacturing coordination
Pietra ai integration, inventory mapping, and fulfillment setup
Shipping and returns workflow implementation
Pop-up event branding and creative at the Palm Beach Polo & Country Club
Marketing assets supporting fundraising for the Breast Cancer Research Foundation
Email strategy, design and implementation
Results: The result was a fully realized premium lifestyle brand with a cohesive visual language spanning digital, physical, and experiential touchpoints. By leading both creative and operational implementation, I delivered a launch-ready business ecosystem—including branding, e-commerce, packaging, social content, fulfillment infrastructure, and event creative—that enabled Laila Elizabeth to debut with a polished, luxury customer experience from first impression through post-purchase.