Fabify is a sustainability-focused retailer that resells end-of-line UK fashion in Eastern Europe, offering premium brands at accessible prices while saving surplus clothing from landfills.
Creative direction and design The design uses a high-contrast monochrome palette and geometric photo montage to create a timeless, editorial aesthetic.
The problem The challenge was promoting casual dresses while maintaining a premium look, avoiding the cluttered feel of typical low-price messaging.
The solution & execution I utilised circular backdrops and dramatic shadow effects to elevate perceived value. The final layout layers product photography against fabric textures and bold typography, clearly highlighting brand names and the 48,99 LEI starting price without sacrificing high-fashion appeal.
My role Creative direction, digital design, photo montage
<Creative direction and design The design utilises a warm, rustic "Americana" aesthetic to evoke authentic outdoor comfort.
The problem The objective was to promote a legacy denim brand sale while maintaining high-quality lifestyle visuals over generic discount aesthetics.
The solution & execution I used a photo montage of multiple images to blend the model into a sun-drenched pastoral setting, reinforcing heritage and durability. The final layout layers the iconic Pepe Jeans script over clean typography, clearly communicating the "60% OFF" offer within a premium, textured composition.
My role Creative direction, digital design, photo montage
Creative direction and design The design uses a high-contrast split-screen aesthetic to illustrate a "Beach to Bar" lifestyle narrative.
The problem The challenge was to visually communicate the versatility of a summer collection, showing a seamless transition from daytime seaside to evening nightlife.
The solution & execution I used a photo montage to bridge a calm blue beach with a warm, amber-lit bar. The banner features environment-coded typography—orange for "BEACH" and yellow for "BAR"—with a clear price point of "DE LA 10.99 LEI" anchored in the center.
My role Creative direction, digital design, photo montage
<Creative direction and design The strategy utilises high-saturation florals and lime-green typography to evoke a fresh, lively summer mood.
The problem The goal was to revitalise interest in casual dresses with a design that feels premium yet approachable to drive volume sales.
The solution & execution I used a photo montage to place the model against a blurred botanical background for a polished editorial look. The final layout pairs modern typography with a prominent "48,99 LEI" price point, balancing clear value messaging with high-quality fashion imagery.
My role Creative direction, digital design, photo montage
Creative direction and design The design adopts a high-contrast "Cyberpunk" aesthetic, blending monochromatic elements with vibrant neon typography to engage Gen Z and Millennial shoppers.
The problem Fabify needed a high-energy visual to cut through Cyber Monday noise while appealing to a trend-focused demographic.
The solution & execution I used a photo montage to juxtapose a desaturated model against a swirling, electric-blue background, creating digital urgency. The banner layers bold magenta script over the imagery, grounding the futuristic style with a clear "EXTRA 15% OFF" call-to-action.
My role Creative direction, digital design, photo montage
<Creative direction and design The strategy uses a monochromatic yellow palette and sunflower imagery to evoke warmth, optimism, and seasonal joy.
The problem High-inventory summer stock required a high-impact visual to cut through a saturated retail market during peak clearance season.
The solution & execution I combined a lifestyle-driven "hero" image with bold, high-contrast typography to emphasize a 90% off value proposition. The final design utilises sun-drenched lens flares and fluid script lettering to build emotional connection while maintaining clear, legible messaging.
Creative direction and design The strategy utilises a tropical "vacation" aesthetic, pairing serene beach environments with saturated colors and bold yellow typography to evoke high-energy summer escapism.
The problem Fabify needed to showcase "Midi" and "Maxi" dress segments while maintaining a consistent campaign identity across varying product types and discount structures.
The solution & execution I used photo montages to composite models into exotic landscapes, keeping the product as the focal point. The final banners use a balanced hierarchy with large headings and clear promotional tags anchored on black backgrounds for maximum readability.
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