The Challenge
When I joined as the very first employee, La Paz was in its earliest stage. The brand needed a strong identity, consistent assets, and a clear visual language to stand out in the competitive market.
The Role
I worked directly with the founder to build the brand from the ground up — creating its identity, designing key assets, and shaping its visual storytelling. This included leading creative direction for campaigns and films, building cohesive marketing materials, and ensuring every touchpoint reflected the brand’s luxury yet sustainable ethos.
Visual Identity
Branding Philosophy
At its core, the La Paz philosophy is born from a transformative moment of courage—a founder's decision to leap into the ocean and swim with whale sharks, emerging "braver, freer, and more alive than ever". This singular experience is the soul of our brand, defining our commitment to celebrating the woman who travels in style and comfort, seeking not just destinations, but new, more confident versions of herself. We create for the modern explorer who values spontaneous getaways and invests in quality design that lasts
This philosophy is visually captured in our logo through the Phoenix reclinata palm, an icon of resilience. This specific palm is known for its ability to withstand harsh conditions, a powerful metaphor for the brand's values and the inner strength of the La Paz woman. It represents a spirit that never breaks, mirroring the courage that inspired our brand. This symbol reinforces our belief that true elegance is not fragile but is rooted in fortitude and a quiet, unshakeable confidence.
Ultimately, this story of resilience and courage is woven into every piece we create. We offer high-quality, handcrafted resortwear and swimwear that is both luxurious and sustainable. Our versatile, reversible styles are a testament to our philosophy that true value lies in enduring quality and thoughtful design. La Paz is more than just clothing; it is a celebration of the resilient, adventurous soul, offering timeless pieces crafted with intention and a story of strength.
Colour
In the illustration of squares, each tone reflects the palette chosen to represent the brand. The accompanying video demonstrates not just the shades themselves, but also the proportion in which they are applied across branding elements—showing how balance and hierarchy of colour bring harmony to La Paz’s visual language.
Pattern
Packaging
Typography
Instagram Grid Planning
Every image is edited with intention, color graded within the brand palette, and placed on the grid to create rhythm, flow, and balance. The goal wasn’t just aesthetic cohesion but to tell stories that connected — where product, people, and lifestyle narratives all complemented each other in sequence. By combining consistency with moments of surprise, the grid became a living brand experience, proving how thoughtful design decisions in digital spaces can shape both engagement and perception.
Website: UI & UX
At La Paz, I designed the website to balance visual storytelling with smooth user experience. My process always began with UI — making the site visually aligned with the brand’s identity — and then focusing on UX to ensure effortless navigation and quick interactions for the customer.
Since La Paz launched one collection annually, the website was more than just a shop; it was a canvas to narrate the story behind each collection. I worked on shaping the visuals to reflect the new theme every season, so visitors not only saw the products but also experienced the inspiration and craft behind them.
I believe strong UI and UX directly drive sales — the quicker a customer connects with a product, the faster the conversion. My role was to make the website not only look beautiful but also function as a fast, intuitive, and storytelling-led platform for the brand.
Films
Each campaign film was crafted with luxury at its core, while staying responsive to contemporary cultural and visual trends. My role spanned the full spectrum of creative direction: from scripting stories that echoed the collection’s philosophy, to guiding the shoot, shaping edits, and weaving sound design that heightened emotion. The intent was always to elevate clothing into an experience — where fashion meets atmosphere, and detail becomes story. One of these films was even nominated at the London Fashion Film Festival 2024, a recognition that reflected not only our design sensibility but also our belief in storytelling as a key part of brand building.