The Process
Discovery & Brand Deep Dive
Conducted interviews with the founder to uncover brand roots, values and emotional tone.
Built mood boards and brand direction boards to align visuals with storytelling.
Researched competitors to identify opportunities for differentiation and connection.
The Process
Visual Identity Design
Redesigned the main logo by updating the typography while preserving the original icon, maintaining the brand’s softness and emotional roots.
Developed a calming, earthy color palette paired with elegant, timeless typography.
Illustrated custom brand assets to bring warmth and playfulness to visual touchpoints
The Process
UX Strategy & Component Planning
Mapped key user journeys to define content priorities and layout goals for each page.
Designed flexible UI components and sections, aligned with the brand’s visual language.
Applied brand colors, typography, and spacing to build a consistent and calming foundation.
The Process
UI Design & Shopify Integration
Created high-fidelity layouts tailored to Shopify’s structure and limitations.
Assembled full pages using reusable, scalable components to support future growth.
Delivered an organized design system for a smooth developer handoff and easy updates.
The Outcome.
Brand that Feels
Like Home.
A cohesive visual identity rooted in softness, care and emotional connection – true to the founder's personal journey.
An Intuitive E-commerce
Experience.
A calm, inviting Shopify website that puts storytelling first while making shopping feel effortless and trustworthy.
Design System Built
to Grow.
Reusable UI components and a clear style guide ensure consistency across future product launches and marketing touch-points.
Key Learnings.
Storytelling Enhances Trust.
Bringing the founder’s story into the design created an emotional connection that elevated the entire brand.
Simplicity Drives Experience.
The most meaningful shopping experiences are often the simplest — clean navigation and thoughtful microcopy made a big impact.
Design Systems Save Time.
Building with components early on made development smoother and created room for future updates without reinventing the wheel.
CASE STUDY
Doe & Fawn: A Story-Led E-commerce for Modern Motherhood
UI/UX Design
Shopify E-commerce
A heartfelt brand meets a thoughtful design approach. For Doe & Fawn, I created a complete digital presence—from brand identity to a fully custom Shopify experience—designed to reflect the softness, sustainability, and emotional depth behind the brand’s story. Though still in development, the project showcases the power of design in elevating small businesses with purpose.
