AntyStory is a slow fashion ecommerce brand founded by Anastasia Cairns, built around hand illustration, storytelling, and expressive womenswear.

I worked on the project at Pixelz360 as a full-time Lead Designer. The brand was still at an early stage when I joined: there were rough website sketches, a clear creative ambition, and a need for a stronger visual direction that could work across ecommerce, marketing, and print.

My work covered the complete brand identity, ecommerce website design, promotional email designs, and print-ready brand assets.

AntyStory was a zero-to-one brand. The founder (Anastasia) had early website sketches and a strong creative vision, but the brand still needed a complete visual system.

After reviewing the initial direction, Anastasia trusted us to lead the website design and shape the brand’s digital presence from the ground up.

The work grew beyond the website into a full identity and brand system: logo direction, typography, color, ecommerce layouts, promotional emails, and print-ready assets.

The brand needed to feel expressive, feminine, editorial, and story-led, without losing the clarity required for ecommerce.

I shaped the direction around three things: hand-illustrated fashion, cultural storytelling, and a premium shopping experience. The visual system had to give the brand enough personality to stand out, while still making the products easy to browse, understand, and buy.

The identity system covered the core visual pieces the brand needed before launch: logo usage, typography, color direction, layout style, graphic treatments, and supporting brand assets.

The goal was to make AntyStory recognizable across different touchpoints, from the website and product pages to emails, social assets, and printed material.

The website was designed to work as both a brand world and a store.

The homepage introduced the collections, founder story, product values, social proof, and shopping paths. Product and collection pages were structured to keep the focus on the garments, prints, pricing, and story behind each piece.

I designed the main ecommerce experience across desktop and responsive screens, including navigation, product browsing, collection sections, promotional blocks, and content areas that helped the brand feel more complete than a standard Shopify storefront.

I also designed promotional email assets for the brand’s customer communication.

These covered launch-style announcements, product promotion, collection storytelling, and campaign-led email layouts. The emails followed the same visual language as the website so the brand felt consistent from inbox to store.

Because AntyStory was launching from zero to one, the brand needed physical touchpoints too.

I designed print-ready materials such as brand cards, packaging inserts, thank-you notes, tags, and other customer-facing assets prepared for production. These pieces helped extend the identity beyond the screen and into the customer’s unboxing and ownership experience.

To keep the brand consistent, I created reusable layout patterns across the website, email, and print material.

This included typography hierarchy, color usage, spacing logic, image treatment, buttons, product cards, section styles, and promotional layouts. The system helped the brand stay visually connected even when the format changed.

The project gave AntyStory a complete launch-ready brand and eCommerce presence.

What started as rough website ideas became a full identity system, Shopify website, promotional email direction, and print-ready brand assets. The final direction gave the founder a clearer way to present the brand, sell the collections, and build a recognizable visual presence across digital and physical touchpoints.

AntyStory showed me how much detail sits inside a zero-to-one brand when the work is done properly.

The website could not just look beautiful. It had to carry the product, the founder’s story, the collection world, and the shopping experience at the same time. That balance became the main design challenge: making the brand feel expressive while keeping the ecommerce experience clear.