astrally
Astrally is a customisable clothing and accessories brand that blends personal astrology with tactile, wearable design. The founder came to me with a unique concept: embroidered pieces based on your Sun, Moon, and Rising signs. They needed a clear brand direction that would elevate the idea beyond novelty.
The goal was to position Astrally in the mid-luxury self-care and gifting market, offering meaningful yet stylish products that feel both personal and shareable. The challenge was to create an identity that steered away from overused “scandi minimal” tropes or cliché, overly mystical astrology aesthetics, instead building something modern, quirky, and emotionally resonant.
creative direction
One of the first key steps in our collaboration was renaming the brand. Originally called Astra Astrid, I proposed the name Astrally, a more memorable, quick and conceptually aligned option. It’s short, easy to pronounce, and carries a clear connection to the stars.
From there, I developed a brand identity that balances clean modernity with a touch of magic. A bold, minimal logo anchors the visuals, supported by graphic elements inspired by celestial symbols. The color palette is rich and expressive, and the tone of voice blends self-aware charm with emotional intelligence, designed to resonate with an audience aged 18–40 who value both aesthetics and meaning.
art direction and creative production
I led the full creative production for Astrally’s launch imagery, shaping the visual tone from the ground up.
This included casting models, coordinating shoot logistics and directing both the photography and the overall aesthetic. Every image used across the website and social media was designed to feel editorial yet approachable, mixing the brand's palette with a fun, laid-back mood.
Post-production was also part of my role, ensuring that all visuals stayed consistent with the brand’s identity and could be reused across different formats and campaigns. The goal was to build a visual universe that made the products instantly desirable and shareable, while keeping the focus on personalisation and storytelling.
website, social media and brand activation
Alongside visual production, I designed and developed Astrally’s website from scratch on Shopify.
This included building interactive tools such as a product visualiser and a “Find Your Big Three” quiz, making the online experience as tailored and engaging as the products themselves.
I also managed the brand’s social media strategy and execution across Instagram and TikTok, shaping a playful and clever tone of voice. Content creation ranged from video ads to UGC-style stories, personalised memes, and astrology-based quotes that invited interaction. I coordinated PR packages and led influencer outreach, successfully sparking conversations with major names and seeding the brand in key circles. Every touchpoint was created to reflect the brand’s spirit: conversational, fun, and visually magnetic.