POUFS.com

Throughout 2025 & 2026, I was tasked with developing the branding & Shopify e-commerce website for a fledgling business named 'POUFS.com', run by a colleague of my CEO.

As the name implies, POUFS.com is a one-stop shop to buy a variety of Poufs and Ottomans. The business is now established on Shopify, with in-app stores on Facebook, Instagram, and TikTok, which I've built and managed as the business gets off the ground. I also built social media content to help initially populate the shop's Instagram and TikTok profiles.

I was instructed to use the branding development phase to explore the potential of AI design tools for ideation, iteration, and brainstorming. Using ChatGPT & Google AI suite, I generated some rough branding ideas based on image submissions and color palettes I submitted when prompting - see the carousel below for screenshots I took throughout the process. In the first frame of the carousel, you can see vague approximations of what would become the final logo.

I settled on a floral, boutique-ish approach to the visual language as the owner wanted to lean into a classier, more feminine look. I used deep purple and pale gold as the primary colors in the branding to convey a sense of quality and class, accented by pale blue for contrast. I accented this with a combination of script and serif font to further imbue the brand with an elevated aesthetic, while also tapping into typography trends in brands targeting largely feminine audiences. 

Although I maintain a healthy level of skepticism and a critical view of AI, I did my best to give it a proper shot for this project. Although many of the early brand ideations it generated were a bit rough around the edges, I cannot deny that it did help speed the process along and served as an effective sounding board. Later on in the process,

I also developed a method to generate accurate lifestyle product videos out of product images for the brand's social media presence using Google AI Studio. This helped to establish a sense of quality and depth to the brand when it could not conduct photoshoots internally. I paired this AI-generated video content with motion graphic videos built in Adobe Premiere Pro & After Effects to create further variety in content. Examples of these videos are listed below the carousel.