Project Overview

Client: El Arte de Pili
Industry: Handmade newborn photoshoot props
Timeline: Ongoing project
My Role: Branding and graphic designer, responsible for developing the visual identity and merchandising assets while collaborating closely with the brand owner.
Tools: Illustrator · Photoshop · procreate · Notion

Goals & Challenges

Goals

• Create a visual identity that feels warm, delicate, and trustworthy

• Reflect the handmade and emotional nature of the brand

• Ensure consistency across branding, merchandising, and packaging

• Build a flexible system that can grow with the brand

Challenges

• Translating a handmade, tactile product into a cohesive visual system

• Balancing softness and clarity without losing personality

• Designing visuals that support the products without overpowering them

Process

Discovery & Inspiration
I began by understanding the brand’s story, values, and audience. Inspiration came from newborn photography, soft textures, yarn details, and gentle color palettes that evoke warmth and care.

Concept Development
Based on this research, I defined a visual direction focused on softness, simplicity, and emotional connection. Typography, colors, and graphic elements were selected to support the handmade aesthetic.

Design & Exploration
I explored different layouts, typography pairings, and merchandising applications to ensure consistency across products while maintaining visual interest and clarity.

Final Design & Application
The final designs were applied across branding elements and merchandising, creating a cohesive and recognizable visual system that enhances the brand experience.

Results

The project resulted in a cohesive set of visual assets that support El Arte de Pili’s existing brand identity across Instagram and physical touch points. The social media graphics, packaging, and merchandising materials create a consistent and polished presence, helping the brand communicate care, craftsmanship, and attention to detail. These designs strengthen visual consistency while allowing flexibility for ongoing content and future products.