The Studio Approach

Karlie partners with lifestyle and fashion brands to craft design-led, strategic experiences - spanning brand creation, packaging, ecommerce strategy, Shopify builds, technology consulting, and creative direction.

Her work sits at the intersection of brand and commerce, shaped by over a decade of experience leading digital transformation and design for high growth retail, fashion, and lifestyle businesses. With a dual focus on creative direction and commercial strategy, Karlie helps brands connect every touchpoint - from packaging to digital.

From visual identity and product packaging to UX strategy, technology optimisation, and Shopify implementation, every engagement is built around clarity, cohesion, and brand impact.

For brands who value thoughtful design and strategic execution - a partner who understands both the creative process and the commercial reality behind it.

Services

  • Brand strategy and positioning
    Defining the brand’s purpose, audience, and market position to guide all creative and strategic decisions.

    Logo design and visual identity
    Creation of a distinctive logo suite, colour palette, and typographic system that reflects the brand’s personality and values.

    Brand guidelines and tone of voice development
    Development of visual guidelines to ensure consistency across applications, with recommendations for tone and written expression.

    Art direction and campaign styling
    Creative direction and styling concepts to guide photography, content, and campaign execution, ensuring alignment with the overall brand aesthetic.

  • Product packaging and labelling design
    Visual layout and design of packaging and labelling, ensuring balance between brand expression and clear product information.

    Content placement and layout
    Placement of provided copy, ingredients, and compliance information according to supplied or regulatory templates.

    Mockups and print-ready artwork
    Creation of packaging mockups for visual approval and delivery of print-ready production files to supplier specifications.

  • Shopify theme customisation
    Design and front-end adjustments to existing Shopify themes to align layout, styling, and functionality with brand requirements and content needs.

    Landing pages, campaign and promotional creative
    Design and build of on-brand landing pages and campaign assets to support product launches, sales events, or seasonal campaigns.

    Email template and digital asset design
    Creation of email templates and supporting digital assets that maintain visual consistency across marketing and transactional touchpoints.

    UX and UI audits
    Review and analysis of existing website design and user experience, identifying visual inconsistencies, usability issues, and opportunities for improvement aligned with brand identity and best practice.

  • Stationery, lookbooks, and business collateral
    Design of printed and digital brand materials such as stationery, catalogues, and presentation documents, ensuring a cohesive and elevated visual identity.

    Event invitations and campaign materials
    Creative development of event collateral, launch invitations, and campaign materials that extend the brand experience across touchpoints.

    Large-format and point-of-sale signage
    Design of signage and in-store visuals to support retail environments, pop-ups, and events, aligned with brand guidelines and supplier specifications.

    Packaging inserts and swing tags
    Design of supporting collateral such as care cards, inserts, and swing tags to complement product packaging and enhance the unboxing experience.

  • CRO and UX strategy with roadmaps
    Development of conversion and customer experience strategies tailored, supported by data-led recommendations and prioritised roadmaps.

    Operations and partner strategy (shipping, returns, 3PL, logistics)
    Advising on operational efficiency through partner selection, logistics optimisation, and technology alignment.

    Agency and vendor procurement and oversight
    Evaluation and coordination of specialist partners, ensuring project outcomes meet performance, creative, and technical standards.

  • Campaign concepts and creative direction
    Ideation and development of campaign narratives, visual direction, and creative concepts that bring the brand story to life across channels.

    Art direction across photo and video
    Direction and styling for photo and video shoots, ensuring visual consistency, mood, and storytelling align with the brand’s aesthetic and campaign objectives.