First Boulevard
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.
Overview
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. Within its first year of trading, the site was nominated for Best E-Shop.
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.
Brand Creation
A brand for cost-conscious consumers, offering style and quality without compromise. The strapline “Be The First” works both as a bold brand statement and a flexible tagline adaptable to categories like “Be The First in Lingerie” or “Be The First in Swimwear”, and impactful 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
To showcase the latest in-store styles, physical catalogues were included with customer purchases, giving shoppers a first-hand look at everything First Boulevard had to offer. This strategy drove a 11% increase in overall sales and encouraged repeat business. Fresh catalogues were designed and released every two months.
E-Commerce Design & Development
A bespoke, fully responsive e-commerce website was designed and developed in Magento 1.9, delivering a seamless shopping experience across all devices. To drive engagement, a biannual interactive lookbook was introduced, allowing customers to purchase items directly from styled imagery. A distinctive ‘Mix & Match’ feature was also developed, enabling users to explore outfits through intuitive filters and combinations for a truly personalised shopping journey. Built with scalable UX/UI best practices, the site also integrated with external platforms such as eBay and Amazon, enabling multi-channel selling and expanding First Boulevard’s digital reach.
Through bespoke web pages designed around the customer experience, First Boulevard strengthened its market presence and established itself as a competitive player within the industry. Analytics revealed a 8% increase in impressions within the first year of implementation.
Social Media
Our social media strategy focused on highlighting the imagery and lifestyle surrounding the clothing. Unique product images allowed for strong art direction and created ownable, distinctive visual content. Rather than purely promotional posts, content was crafted to create an aspirational vibe, engaging both existing and potential customers while generating interest and brand affinity.
