Conceptual Fashion Label Brand
Where She Goes
Part of the social content strategy is providing styling inspiration of the products, to allow customers to visualize themselves in the brand.
Where She Goes is a conceptual fashion label that
I directed and produced the below motion visual for the landing page of Where She Goes, designed to immerse visitors in the brand’s world before they begin to shop. Moving image not only heightens engagement but also sets an immediate narrative tone, transforming the homepage into an entry point for storytelling.
The film follows a runaway bride — her braid unravelled, feet bare, drifting beyond tradition in search of her own fairytale. This visual encapsulates the brand’s spirit of freedom and reinvention, positioning Where She Goes as more than fashion: a story of self-discovery.
My Solution
I developed a holistic brand identity that merged whimsy with modernity, ensuring the label felt both timeless and relevant to a contemporary audience. Instead of leaning on the traditional red and pink hues often associated with femininity, I introduced a sophisticated, stronger palette of deep greens and navy — balancing softness with strength and giving the brand a distinctive, elevated edge.
The typography was a handwritten cursive script, inspired by love letters and romantic literature. Designed to evoke the intimacy of a note left behind in place of a goodbye, it imbued the brand with narrative richness and emotional resonance — a reminder of the personal, timeless gestures at the heart of slow fashion.
For digital presence, I designed an e-commerce website that was intuitive and conversion-led while still maintaining a sense of discovery and brand storytelling. To establish emotional connection, I directed a content shoot (photo and video) that captured the narrative of femininity, independence, and craftsmanship — translating the ethos of slow fashion into compelling lifestyle imagery.
The result was a cohesive ecosystem where brand values, design, and digital experience worked seamlessly together, positioning the label as more than a clothing line: a lifestyle choice.
The Challenge
To create a full-scale brand for an Australian fashion label that resonated with a 25-35 female audience who values slow fashion, quality, femininity and whimsical design.
Deliverables:
- E-commerce website
- Full-scale brand deck
- Establishing content shoot (video & photo)
The main challenge lay in balancing aspirational storytelling with commercial clarity: ensuring the brand felt romantic and feminine without losing a sense of modern relevance. The target audience sought timeless, high-quality pieces yet lived in a fast-moving, digital-first world. We needed to create a brand that could differentiate in a crowded fashion market, communicate the ethos of slow fashion, and translate seamlessly across digital platforms- from an immersive website to evocative campaign visuals.
Execution
The brand came to life through a multi-layered rollout that united design, digital, and content into one cohesive expression. I produced a full-scale brand deck articulating visual identity, typography, colour palette, and tone of voice, ensuring every touchpoint reflected the label’s values of slow fashion, quality, and femininity.
On the digital side, I built a conversion-led e-commerce website that balanced functionality with narrative immersion, guiding customers seamlessly from brand story to purchase. To anchor the brand world visually, I directed an establishing content shoot in both photography and film. These assets captured the tactile richness of the garments and accessories, weaving in symbolic details — from handwritten cues to fluid, romantic movement — that reinforced the emotional core of the brand.
Every executional detail, from palette to platform, was intentionally designed to create a sense of cohesion and longevity, ensuring the brand could stand apart in a crowded fashion landscape.
Capabilities Shown
Brand Development- naming, color palette, visual guidelines, and tone of voice creation.
Creative Direction & Storytelling- shaping narrative concepts (e.g. handwritten typography, palette inspired by modern femininity) to define brand identity.
Content Production- photoshoot and video ideation through to on-set direction and execution.
E-commerce Website Development- building a conversion-led yet narrative-rich digital experience.
Market Positioning & Audience Insight - tailoring the brand to resonate with a 25–35 female audience valuing slow fashion, quality, and whimsy.
