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Caelurelle is a high-end fashion brand crafted to redefine the essence of summer elegance. Rooted in the principles of minimalist design, the brand embraces the beauty of restraint, focusing on clean lines, flowing silhouettes, and an intentional use of space and texture. Each garment is thoughtfully made using premium, ethically sourced materials that not only elevate comfort but also reflect the brand’s commitment to quiet luxury.

With a core philosophy that less is profoundly more, Caelurelle seeks to create timeless pieces that feel effortless yet unforgettable, capturing the serene confidence of modern femininity. This case study details the creative and strategic decisions behind Caelurelle’s visual identity, brand language, and user experience, all designed to evoke sophistication, subtlety, and emotional resonance in every interaction.

Project -

I’m excited to share a recent design project I worked on, a modern, minimalist website for Arcline, an architecture studio specialising in refined and innovative design solutions.

The goal was to create a digital experience that reflects Arcline’s values: clarity, precision, and timeless beauty. I focused on delivering a clean, sophisticated layout with ample white space, intuitive structure, and a carefully curated visual identity. Every element, from typography to colour palette, was chosen to enhance the studio’s high-end aesthetic.

For typography, I paired Stage Grotesk for bold, editorial-style headlines with Unitea Sans for clean and readable body text. The colour palette includes muted forest green, deep charcoal, warm stone, and soft off-white tones, all contributing to a calm, architectural atmosphere.

This was a concept-driven project where I handled everything from UI/UX strategy to visual design and content structuring. The result is a seamless and elegant showcase that aligns with modern architectural storytelling.

At AutoCare, the website design concept is built around clarity, trust, and simplicity. The goal was to create a clean, professional, and user-friendly experience that mirrors the precision and reliability of the brand’s automotive services. By combining a minimalist visual style with thoughtful content structure, the design establishes immediate credibility and makes essential information easy to access. The visual direction follows a modern, understated aesthetic. Neutral tones and subtle accents support a calm, trustworthy look, while bold typography and structured layouts reinforce professionalism. Every design choice, from spacing and icons to image use, is intentional, helping guide the user through the site effortlessly and without distraction.

From a UX perspective, the approach is rooted in user behaviour and needs. Visitors are guided smoothly through the site with clear navigation and a consistent flow, from learning about services to booking an appointment. Key touchpoints like service details, customer trust signals, and contact forms are given prominence without overwhelming the page. Responsiveness and accessibility are key priorities. The design adapts gracefully across all devices and screen sizes, ensuring that whether someone is checking service options on their phone or scheduling an appointment from a desktop, their experience is fast, intuitive, and frustration-free.

Ultimately, the design is more than just visual; it supports the brand’s mission to provide honest, expert car care. By making the digital experience seamless and professional, users are reassured that they’re in capable hands from the moment they land on the site.

Serenity is a mobile app designed to simplify and personalize spa appointment bookings. The app allows users to explore spa services, schedule appointments, access wellness tips, and enjoy a seamless digital experience for relaxation and self-care.