Amazing Song —
Brand Experience
& Content System

CLIENT Amazingsong

ROLE Brand & Content Designer

DURATION 2025-Present

DELIVERABLES Social｜Web

Repositioning a lifestyle accessories brand from e-commerce-first to brand-first — rebuilding its visual language, content system, and digital presence from the ground up.

The Brief

From e-commerce page to brand experience.

Amazing Song is a lifestyle accessories brand built around "love and sharing." The work: elevate every consumer touchpoint — social, web, and visual language — from transactional to emotionally resonant.

    • Visual tone & direction

    • Content system design

    • Copywriting

    • Instagram Feed + Reels

    • Content calendar

    • Art direction

    • Visual redesign

    • UX optimisation

    • Product presentation

    • Content structure system

    • Post rhythm & cadence

    • Format experimentation

Social Content
& Content Architecture

From high-frequency product posting to a data-informed, brand-led content system with five defined pillars.

Problem

  • No consistent visual language — mixed aesthetics, backgrounds, and color tones across posts

  • Over-reliance on model-forward content with little product or lifestyle variety

  • Feed felt e-commerce driven rather than brand-led

  • No clear content structure or rhythm between post types

  • Busy, cluttered grid with no sense of editorial curation

Key Changes

  • Established a cohesive color palette and visual tone across the feed

  • Introduced content variety: product still life, lifestyle, and brand value posts alongside model shots

  • Built a content structure with intentional rhythm between post types

  • Shifted overall aesthetic from e-commerce catalogue to editorial brand presence

  • Curated grid layout creates a more considered, premium first impression

Website Redesign

Comprehensive Shopify redesign — homepage, navigation, product pages, and information architecture. Focused on eliminating e-commerce noise and building brand trust.

Homepage Redesign

Problem

  • Generic e-commerce layout with no distinct brand personality

  • Hero banner felt promotional and campaign-driven rather than brand-led

  • UGC styling grid ("As Style As You Want") added visual noise without brand cohesion

  • Product sections felt disconnected from each other

  • Overall aesthetic lacked editorial quality — busy, flat, and forgettable

Key Changes

  • Replaced promotional hero banner with an editorial still life campaign image, establishing a stronger brand-first impression

  • Introduced a two-column visual module (product + lifestyle) to create rhythm and variety early in the scroll

  • Streamlined product sections into a cleaner, more focused layout

  • Removed UGC grid in favour of curated editorial imagery across Categories and Collections

Navigation & Category Design

Designed two new navigation pages, a category browser and a collections overview, to improve site structure and support product discovery across the full range.

Product listing redesign

Problem

  • Products split into multiple separate collection sections, making the page extremely long and hard to navigate

  • No unified product listing view — users couldn't browse all products in one place

  • Inconsistent product card sizing and spacing created a cluttered, unbalanced grid

  • No filter or sort functionality visible

Key Changes

  • Consolidated all products into a single unified "All Products" grid for easier browsing

  • Introduced filter and sort controls to support product discovery

  • Standardised product card layout with consistent sizing, clean backgrounds, and colour variant indicators

  • Switched to a neutral cream background across product images for a more premium, cohesive feel