MY ROLE
- Built the brand creative system from the ground up
- Designed website, landing pages, and PDP layouts
- Art directed remote photo shoots through Zoom and PDF direction
- Developed social media and launch content
- Created print collateral, invoices, and brand materials
- Designed trade show booth graphics and presentation materials
- Shaped product storytelling across digital and physical touchpoints
See•Mas needed a creative system that felt minimal, refined, and culturally specific while clearly communicating the function behind the product. I translated the brand’s focus on fit, comfort, modesty, climate-conscious fabrics, and everyday versatility into a clean visual language for digital, social, print, and buyer-facing touchpoints.
The digital system included website design, landing pages, PDP pages, and product storytelling for launch. The goal was to create a clear, calm shopping experience that highlighted fit, fabric, color, styling versatility, and the brand’s refined everyday essentials.
I developed the shoot concept and art directed the imagery remotely during Covid, using Zoom and PDF direction to guide styling, hair, makeup, posing, and product storytelling. The final assets created a cohesive image library for the website, PDP pages, social content, and launch materials.
Beyond the website, I extended the brand across social content, print collateral, invoices, product messaging, and trade show materials. The booth design brought the digital brand language into a physical retail environment, using product imagery, logo placement, and clean merchandising to introduce See•Mas to buyers.

See•Mas

Brand Creative + E-Commerce System

See•Mas was a direct-to-consumer Saudi apparel brand created for Arab women, with a focus on refined essentials designed around fit, comfort, modesty, and climate-conscious fabrics. I was hired to build the brand’s creative system from the ground up, translating its minimalist product vision into a cohesive presence across digital, social, print, and trade show touchpoints.

Digital + Ecommerce

The digital system translated See•Mas’ minimalist brand vision across the website, product pages, and social assets. From homepage storytelling and PDP layouts to launch content and social templates, each touchpoint was designed to feel clear, refined, and easy to navigate while highlighting fit, fabric, color, and everyday versatility.