Dear Carma is an e-commerce boutique specialising in ethically produced clothing from Indonesia, built around a belief that fashion can be both beautiful and responsible. The brand needed a strategic foundation and identity that could translate its core values into something customers would genuinely connect with, not just another sustainable fashion label, but a brand with a distinct point of view. In a market where "ethical" and "conscious" are increasingly common claims, the challenge was to define what made Dear Carma different, and to build a brand story from the ground up that felt personal, human and authentic to a style conscious, eco aware audience aged 25 to 55.

I led the strategic direction from the ground up, defining Dear Carma's brand values, audience and positioning before a single visual decision was made. I identified three core pillars, care, empowerment and consciousness, and built out the target audience profile, competitor landscape and tone of voice to give the brand a clear point of view in a crowded sustainable fashion space. From there, I translated that strategy into a visual direction: a soft, earthy colour palette, organic shapes and modern typography with small, thoughtful details to reflect the brand's feminine, considered personality. I also set direction for photography, real, authentic imagery shot in natural light and settings, to reinforce honesty and human connection at every touchpoint. The result was a complete brand foundation, strategy and visual direction alike, giving Dear Carma a distinctive identity built entirely around a story I helped shape.