Shyanne is a women’s western brand rooted in independence, movement, and a modern sense of femininity.
My focus was evolving the brand into a more cohesive lifestyle identity, aligning its position across both western core and fashion categories, while shifting toward a younger, more modern customer. The goal was to create a clearer point of view that could unify product, storytelling, and experience across every touchpoint.
ROLE: Brand Direction, Visual Identity, Digital Experience, Go-to-Market Launch Strategy
Defining the Brand
Defined a modern western identity rooted in independence, femininity, and everyday wearability.
Built a more elevated and focused point of view, designed to flex across lifestyle and fashion while maintaining clarity.
The direction centered on a quieter, grounded confidence, balancing strength and femininity in a way that felt natural, not performative.
Refined the brand to honor its western roots while introducing a more modern, fashion-forward perspective.
The Approach
Built a lifestyle-driven brand system designed to translate seamlessly across campaign, digital, and retail.
• Refined the visual identity to feel more elevated and intentional
• Established a photography direction rooted in natural light, texture, and environment
• Created a system flexible enough to move between everyday wear and more expressive styling
• Extended the brand across digital, retail, and campaign environments
Result
The result is a brand that feels distinct yet scalable across channels and customer touchpoints.
Visual Guidelines:
A refined visual system spanning typography, color, and photography, designed to create consistency while allowing flexibility across both lifestyle and fashion-driven storytelling.
Digital Experience
We developed a standalone Shopify experience for Shyanne, designed to position the brand as a more independent, fully realized label rather than a traditional in-house offering.
The digital ecosystem focused on elevating the visual identity and creating a more immersive, brand-led experience, bringing product and storytelling into closer alignment.
Social content extended this world, reinforcing a sense of movement, discovery, and individuality, building a more cohesive and recognizable presence across channels.
