Yorkshire-based multidisciplinary designer
specialising in brand strategy, creative design
and Webflow development.
Fifty One Apparel
Fifty One Apparel had built a loyal customer base by solving a genuine problem - creating clothing with NASA-developed technology that helps women manage menopause symptoms like hot flushes. However, after initial success, the brand's visual identity had started to feel dated, limiting their ability to connect with a wider audience. The challenge was to modernise the entire brand experience whilst keeping their trademarked logo intact and maintaining the trust they'd earned from thousands of satisfied customers. Working alongside Amelia Vickery on strategic planning, we undertook a comprehensive visual refresh that touched every customer touchpoint.
Brand Consulting
Brand Expansion
Print Collateral Design
Website + UI Design
Shopify Development
The visual identity update included a complete overhaul of the colour palette and typography system, creating a more contemporary and sophisticated aesthetic. I developed comprehensive brand guidelines, built an extensive visual asset library, and created detailed photography direction to ensure consistency as the brand continues to scale. The result is a cohesive system that feels premium and accessible, reflecting the innovative technology behind the products without alienating their existing community. The centrepiece of the project was a full redesign of their existing Shopify website. Beyond updating the visual design to match the new identity, I implemented custom coding for new interactions and integrations that enhanced the user experience. Amelia's strategic work proved invaluable here - her comprehensive research informed a new content hub on the site, optimised keyword planning improved discoverability, and her content strategy ensured every page spoke directly to the challenges their customers face daily. To support the launch period, I created a suite of social media assets and templates that gave Fifty One Apparel the tools to maintain visual consistency across their channels. Combined with Amelia's strategic social schedule, this equipped the team to tell their story effectively during the crucial relaunch phase. The refresh successfully modernised the brand's presence, opening doors to reach new audiences whilst honouring the genuine connection they'd built with the women whose lives their products improve.
Cal came on board when our website needed a revamp. He listened to the brief and he surpassed all of our expectations. His creative flair combined with competency in design proved to be a winning formula and we continue to use him for all subsequent updates. Could not rate highly enough.
— Louise Nicholson, Founder
