As Digital Designer & Art Director, I led the development of the brand’s visual identity by defining a clear and cohesive visual language through storytelling and photography. I directed, produced and created all brand imagery, ensuring consistency across campaigns and digital platforms. I was also responsible for the digital presence, managing Shopify and designing the UI for the current website, aligning brand expression with a strong and intuitive user experience. To translate the brand identity into the digital product, I developed a comprehensive Design System in Figma, establishing reusable components and guidelines to ensure visual consistency and scalability across the website.
To translate Neutra’s brand DNA into a scalable digital product, I structured the brand identity into a clear design framework. Starting from the brand’s core principles of quality, understatement and quiet sophistication, I developed a brandbook that defined the visual language across typography, imagery, layout and art direction.
From this foundation, I built a comprehensive Design System in Figma that translated these principles into practical UI rules. The system was structured around core foundations including color, typography, spacing, radius and shadows, which establish the visual logic of the interface.
Building on these foundations, I developed reusable components and patterns that translate the brand identity into consistent digital interactions. This system ensures the brand’s visual language remains cohesive across the website while enabling efficient and scalable design and development.
