LOMA · 2025 - 2026

In December 2025, five friends in Berlin created LOMA — a home textiles brand designed in Berlin and made in Portugal, born from a longing for the warmth, rituals, and textures of home. I created the full visual identity and shaped the
digital brand end to end.

^{Role:  Co-founder & design lead — brand identity, art direction, UI/UX, Shopify build, content, and social.}

^{CREDITS:
Working alongside co-founder Maria Miguel Rodrigues.}

Five friends, a shared nostalgia for the warmth and rituals of home, and no brand yet — just a feeling to translate into something people could hold. The job: build a visual identity, a voice, and a working store around one idea — home is not a place, it's a feeling.

I created the full visual identity myself: logo, typographic system, colour palette, and tone of voice — calm, warm, human, confident. Everything anchored in three values: authentic craftsmanship, made with intention, meaningful connection.

THE SYSTEM

One coherent identity carrying from packaging to product photography to social — Portuguese heritage expressed through simplicity. This is the foundation everything else is built on.

We set up the entire Shopify store end to end — structure, product pages, imagery, and the shopping experience — carrying the identity into a live, selling site at loma-pt.com. We built LOMA's full product and lifestyle image library with generative AI, art-directed for a single consistent brand look in place of traditional photoshoots.

︎︎︎Website

01 Set up and configured Shopify from scratch
02 Designed the site UI/UX and page structure
03 Art-directed the full product and lifestyle image library with generative AI
04 Built the full purchase flow, checkout, and store operations


OUTCOME
A live store that reflects the brand feeling rather than a template. Designed, built, and stocked with our own imagery.

We ran LOMA's entire content operation — social media, content planning, UGC, and the data analysis behind it — building the marketing strategy and executing it day-to-day, all in the LOMA voice.

︎︎︎Instagram

01 Built the marketing strategy and the content calendar
02 Managed social media and content end-to-end — feed, Reels, Stories
03 Produced and directed UGC across formats
04 Built the product and lifestyle image library with AI, art-directed for consistency
05 Ran the analysis on performance and iterated on it

OUTCOME

From zero to a recognisable, cohesive brand presence in under a year — every piece of content produced in-house, in one voice, from the first post to the checkout page.

Built lean — a full image library, made with AI.

As an early-stage brand, we couldn't fund regular photoshoots. So we built LOMA's product and lifestyle imagery with generative AI — directing the prompts, styling, lighting, and edits so every image holds one consistent brand look.

It let a five-person team ship a store and a daily feed's worth of visuals on a startup budget, without compromising the aesthetic.


AI-GENERATED · ART-DIRECTED IN-HOUSE
Melissa Gómez & Maria Miguel Rodigues