Project Background
The Body Form
A women’s shapewear e-commerce brand that focuses on empowering women through high-quality, comfortable shapewear
The Body Form is a women’s shapewear e-commerce brand dedicated to empowering women with high-quality, comfortable shapewear designed for every body. As their Web Designer & Brand Identity Specialist, I was responsible for creating a seamless online experience that reflects the brand’s values of empowerment and inclusivity. My work included website design and user experience optimization, developing a cohesive brand identity, and crafting targeted content for email marketing campaigns. I also designed product packaging that visually communicated the brand’s mission and quality.
Project Overview
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The Body Form began as a concept to empower women through comfortable, quality shapewear. As Web Designer & Brand Identity Specialist, I transformed this idea into a cohesive brand by designing a user-focused e-commerce website, developing a strong brand identity, crafting engaging email marketing campaigns, and creating impactful product packaging. Through thoughtful design, I helped connect with a community of women and shoppers, bringing the brand’s vision of empowerment to life with a web experience that allowed their customers to buy their products.
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Info
Role
Web Designer Brand Strategist
Responsibilities
Website Design & User Experience
Brand Identity Development
Content & Email Marketing
E-Commerce Integration
Tools
Shopify, Adobe Suite (Photoshop, Illustrator), Canva
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End Result
Curated Collection Showcase
Created a feature that highlights select shapewear collections, allowing users to explore products that align with their personal style and preferences easily
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Effortless Shopping Home Page
Designed to welcome users with simplicity and style, setting the tone for a luxury shopping experience.
Personalized Product Detail Page
Developed a product page layout that offers users detailed information and visuals, empowering them to make confident purchase decisions
Understanding the Vision
When I first joined The Body Form, the brand was in its early stages—just a concept with a powerful mission waiting to be realized. The challenge was to bring this mission to life through design, translating the brand’s core values of body positivity, self-love, and confidence into a seamless user experience.
I conducted a consultation call asking the founders what their vision was for their brand in order to understand how to approach my design and achieve what they had in mind.
Their vision for the brand itself was to exude luxury and sophistication.
Creating the Brand Identity
With a clear understanding of the brand’s vision, the next step was crafting its identity. The goal was to create a luxurious and sophisticated look that aligned with the brand’s message of empowerment and confidence. I began by developing the logo, color palette, and typography to establish a cohesive visual language. Every element was carefully chosen to reflect the brand’s commitment to quality, elegance, and inclusivity.
I created logo drafts that exuded a luxury vibe by intentional choose a cursive font to replicate clean writing, a serif font representative of classy and then a modern slim font as well that complimented the vision. The typography worked very well together.
LOGO
A colour testing of the logo in different styles representative of the clients neutral vision
BRAND & SITE GUIDELINES
By aligning closely with the brand's mission and vision, each element of the identity—from logo design to color palette—was intentionally curated to reinforce the message of confidence and inclusivity. The result is a cohesive, recognizable brand presence that resonates with The Body Form's target audience and elevates their experience with an enduring sense of quality and style.
Branding the Products
After defining the brand identity, I focused on applying the logo and visual elements to the clothing samples. I strategically placed the logo using the raw photos and other branding features to reflect the brand's luxury and sophistication, ensuring consistency across all products. Below are a few examples that I had to put logo placement for manufacturing.
Strapped Body Spandex Sample
Waist Trainer Sample
Detachable Body Sample
Creating these products sample allowed the vision of the founders to be executed. Their identity was now connected to their products and when it creating product photos for the site, it was another measure.
Creating The Assets for Platform
I finally designed and developed the e-commerce platform with a focus on luxury, simplicity, and seamless user experience. The platform's navigation was crafted for ease, ensuring a frictionless shopping journey from browsing to checkout.
I implemented clean product categories, intuitive filtering options, and high-quality imagery and product editing to elevate the brand's presence online.
The product pages were optimized to highlight the clothing’s details and the brand’s commitment to quality, while the checkout process was streamlined to reduce friction and encourage conversions.
Outreach with the Community - Email Marketing & Campaign Graphics
I designed and executed creative assets for their email marketing campaigns to engage The Body Form’s audience. This included creating visually cohesive newsletters to promote product launches, offers, and brand exclusive deals.
Some examples are previewed below.
Product Mockups and Package Design
Thank you cards and packaging were designed to complement the customer experience, adding a personal touch to each order. This thoughtful design element enhanced the overall shopping experience, reinforcing the brand’s commitment to luxury and customer care.
Final Design
Balancing the business goals with a user-centric approach, I designed a platform that is both visually compelling and easy to navigate, providing an enjoyable and efficient shopping journey for customers.
Key Impact & Reflections
The work that I got to do for The Body Form was a creative experience and solution for both the brand and the community it served.
Through a cohesive brand identity, a seamless e-commerce platform, and targeted marketing efforts, I contributed to establishing a strong, empowering presence in the shapewear market.
The project allowed me to apply design thinking to not only create a visually appealing user experience but also to align every decision with the brand’s mission of promoting body positivity and luxury. This experience further solidified my ability to translate a brand’s vision into tangible, impactful design solutions.
The key impacts I did:
Successfully redefined brand identity, merging luxury and empowerment with a clean, sophisticated design, contributing to a large increase in brand recognition & awareness.
Created a seamless web e-commerce and mobile experience, improving customer engagement.
Designed intuitive call-to-action (CTA) placements, resulting in a 5% increase in conversion rates for site visitors.
Developed a brand-consistent design system, enhancing the platform’s cohesion and fostering a stronger emotional connection with the brand.
Conducted extensive market and competitor research, uncovering key opportunities for differentiation, positioning The Body Form to stand out in a competitive market.
Overall super grateful for the experience and the work I got to do on The Body Form that allowed me gain and sustain knowledge from a business perspective that merges design.