Ana Koza is a graphic designer, illustrator and creative director working with visual design and brand identities. Currently, freelance designer and marketing strategist for fashion and skin care brands.

      Em + West is an adult clothing brand, sister-brand to mini mioche, created by Alyssa Kerbel. I conceptualized and created the complete brand kit, website wire frames and custom icons.

      Me, Alyssa Kerbel, Joann Schelstraete

      Web Design
      Art Direction
      Logo Design
      Print Media

      After Effects

      The audience is primarily women between 30 - 50 years old. 80% of the clientelle are working mothers. With their busy lifestyle and love for fashion, they’re in constant search for high-quality and seamless shopping experience. They appreciate and afford higher-end, luxury items and expect them to last for a long time. It is important for them to support environmentally-conscious brands.

      Social Media
      The social media aesthetic strikes a balance between muted, calm colours and playful, bold written and spoken content. Amidst the hustle and bustle of social media, we maintain a classy and elegant demeanor, communicating coherently. The aim is to cultivate a sense of community among like-minded individuals, and we support community-led events that align with the messaging.

      The logo symbolizes the strong bond between the founder and her children, Emma and Weston. My choice of a bold font reflects the strength of their familial foundation, which serves as the cornerstone upon which the brand was built.

      The secondary logo features a monogram combining the initials 'M' and 'W.' Designed for use in smaller details, it offers a subtle reference to the brand's name, adding a touch of sophistication to the branding.

      Colour Palette
      The earthy colour palette evokes a sense of nature and groundedness. These tones serve as the foundation of an outfit or can be used to add depth and texture.


      The simple homepage provides easy access to all products, ensuring a swift shopping experience for customers. While the primary focus of brand awareness is on social media, visitors can find additional information about the brand, its founder, and key values conveniently located at the bottom of the homepage.

      Product Page

      The product page is designed to highlight beautiful photography, showcasing a model photo for each colour variant.

      Clear sizing buttons with 'How will it fit' functionality aim to reduce returns by providing comprehensive sizing guidance. Each photo includes the model's height and the Em+West sizing they're wearing.

      Below the product display, key values are presented alongside corresponding icons, reinforcing what sets us apart from competitors.

      Additionally, a cross-sell button is available to match Em+West styles with mini mioche products (sister brand). This seamless integration allows for a fluid shopping experience, enabling customers to effortlessly switch between sites and purchase additional products.

      Finally, we feature related items to maintain the shopping flow and encourage further exploration.


      Design & Illustration©2024