Building a retail brand from the ground up — from strategy and identity to store creation and customer experience.
Overview
Polita Family Concept Store was created to offer a contemporary shopping experience for modern families looking for a carefully curated selection of children's fashion and lifestyle products. The ambition was to build a brand that combined thoughtful design, conscious consumption and a warm, inspiring customer experience across every touchpoint—from retail and ecommerce to content and communication.
My contribution
As Founder I led the entire creative development of the project, combining brand building with the realities of launching and growing a business.
My role covered everything from defining the brand positioning and visual identity to every customer-facing experience, ensuring that every interaction reflected the same creative vision & curated experience.
Responsibilities
Brand Strategy & Positioning
Naming & Brand Identity - Guidelines
Creative Direction
Art Direction
Retail Experience
Store Concept & Development
Visual Merchandising
E-commerce Creative Direction
Content Strategy
Photography & Video Direction
Social Media
Packaging
Creative Production
AI-assisted photo / video development
Fashion buying
Fashion brand research
Store regency
The Brand Book became the foundation for every creative decision, translating the brand strategy into a clear framework that defines how Polita looks, speaks and behaves across every physical and digital touchpoint.
Outcome
Polita has become a fully integrated brand experience with the recent launch of the e-commerce politafamily.com, where identity, content, kid’s fashion curation and social media belong together to create a coherent and memorable customer journey.
Beyond the creative outcome, the project gave me first-hand experience of building a business from the inside—strengthening my understanding of branding, commercial decision-making and customer behaviour.