BRIEF
Develop a modern, inclusive lingerie and swimwear brand designed for the digital age, with a strong e-commerce presence and socially-led content that champions body confidence, style, and self-expression.
CLIENT
First Boulevard
INVOLVEMENT
Brand Strategy
Identity Development
UX Design
Digital Design
Print Design
Marketing Collateral
Art Direction
Management
As founder and creative lead, I was responsible for building the brand from the ground up. This included developing a distinctive visual identity, from logo design and typography to colour palette and overall brand direction. I designed and built the e-commerce website with a strong focus on user experience, responsive design, and visual storytelling.
In addition to digital design, I created all supporting marketing materials, including social media assets, email campaigns, packaging, and print collateral. This project highlights my end-to-end approach to branding, design, and creative direction, combining strategic thinking with hands-on execution across all brand touch points.
First
Boulevard
A premium brand designed with the cost-conscious consumer in mind, offering style and quality without compromise. The Strapline ‘Be The First’ was crafted as both a standalone brand statement and a flexible tagline — adaptable to product categories such as ‘Be The First in Lingerie’, ‘Be The First in Swimwear’, or simply used on its own to convey confidence and leadership.
The logo features two intersecting triangle forms, symbolising the brand’s dual focus on lingerie and swimwear. Visually clean and contemporary, the mark was created to be both aesthetically appealing and versatile — supporting long-term business growth and future product expansion.
Marketing Collatoral
Catalogues containing the latest styles in store were created to place into purchases so customers could see first hand what First Boulevard had available. This helped to increase overall sales and produce repeat customers. A new catalogue was created every two months.
Other forms of marketing materials included business cards, vouchers, ribbon to be used on products, discount cards and stickers which were used on all packaging.
Web Design & Development
A bespoke responsive E-commerce website allowed customers to shop with ease. First Boulevard added the function of a look book which was released twice a year and this allowed customers to buy the item direct from the imagery. The Mix and Match add on was a special feature which is unique to the customer and allowed them to find their fashion item using the filters.
Brand Growth and Direction
The First Boulevard brand experienced growth both online and offline, providing customers with diverse perspectives on its product range. I led the art direction for all social media visuals, significantly strengthening the brand’s online presence. Offline, I focussed on elevating the customer experience through custom packaging, gift cards, promotional materials, and more.
Other forms of marketing materials included business cards, vouchers, ribbon to be used on products, discount cards and stickers which were used on all packaging.
