Working in the fast-paced world of e-commerce, I collaborated with the fitness brand NEOLYMP to define and develop their new visual identity. I built their foundational design system from scratch—locking down typography selection, color theory, and full brand guidelines to ensure their online shop and social media ads looked sharp and cohesive. Beyond the digital assets, I also crossed over into product development, researching sports marketing trends to curate seasonal color palettes for their physical products.
This startup experience was a major milestone in my growth. It gave me a deep understanding of commercial strategy and taught me how to blend an artistic sensibility with a functional, business-driven mindset. Learning how to balance those two worlds ensures that when I design, whether for a commercial brand or a cultural institution, the work is never just for the eye; it is built to communicate effectively with a real-world audience.
