A lifestyle brand built in Miami designed to spark abundance and creativity in everyday life through thoughtfully chosen ideas, products and inspiration.
FOUNDER | BRAND IDENTITY | APPAREL DESIGN | CREATIVE DIRECTION | PHOTO DIRECTION | E-COMMERCE
02 ETHOS
Luck is not lucky.
It is the quiet accumulation of everything done while no one was watching — the early mornings, the unanswered emails, the work that never made it to the feed. What the world calls fortunate is almost always something that was earned first.
Lucky Girls Club was founded in Miami on that idea, and on the women who lived it. A lifestyle brand, a community, and a visual language for a certain kind of woman: one who makes her own luck and is gracious enough to let it look effortless.
The seeds you plant will sprout — if youre lucky.
The seeds you tend and water will grow — if youre lucky.
Abundant. Magnetic. Effortless.
And entirely earned.
03 SCOPE
END TO END, ALL IN HOUSE.
Every discipline, from the first sketch to every shipment.
Brand Identity
Logos, guidelines, palette and type system
Creative Direction
Three shoots — casting, styling, shot lists, editing, social media posts
Apparel Design
Graphics, tech packs, embroidery digitisation, die-lines
Social and Community
Content shot, edited and scheduled in-house
E—Commerce
Shopify built from scratch, wired to TikTok Shop and Instagram
Trademark
Filed the application and learned the process
Production
Vendor sampling across three print-on-demand platforms
The Business
Registration, EIN, and the tax filings that come with it
04 DROP ONE
THE LUCKY ICON COLLECTION
TECHPACKS
A later run of sunburst caps and bucket hats followed within the same campaign — both marks appear throughout the shoot.
05 PROCESS
BEHIND THE SHOOT
REFERENCE AND RESULT
A visual reference board shaped the direction of the shoot — from group compositions and movement to tight crops, playful poses, and the signature hat-over-the-face moments. Casting, styling, art direction, shot planning, and post-production were all handled in-house.
06 DROP TWO
LOVE & LUCK
AMOR E SORTE
08 SOCIAL AND COMMERCE
THE FEED AND THE STOREFRONT
BUILT, STOCKED, SHIPPED
Beyond the design work I ran the storefront and the feed.
A Shopify store built from scratch and wired to TikTok Shop and Instagram Shopping.
Print-on-demand fulfilment through Printify, Printful and Appliqué, with samples ordered and reviewed for every piece.
All content shot, edited and scheduled in-house.
04 IDENTITY SYSTEM
THE LOGOS
THE PALETTE
TYPOGRAPHY
HEADING
The Seasons
SUBHEADING
Made Tommy
BODY
Lucida Bright Regular