Indielane – Founder & Creative Director
Indielane is a curated online marketplace I created to champion independent brands and make discovering distinctive products feel more inspiring and personal. I developed the concept from the ground up, shaping the brand identity, visual direction and digital experience across both customer and seller journeys.
Bringing together my experience in branding, ecommerce and independent retail, the project explores how a marketplace can feel contemporary, editorial and genuinely supportive of small creative businesses.
My role Founder · Creative Direction · Brand Identity · Art Direction · UX/UI · Ecommerce · Marketplace Strategy · Content · Seller Experience
Brand & Creative Direction
Creating a contemporary identity and visual language designed to bring diverse independent brands together under one recognisable marketplace.
Marketplace & Digital Experience
Designing the marketplace experience across desktop and mobile, balancing discovery and inspiration for shoppers with a simple, intuitive platform for independent brands.
