Sea My Soul

Brand Identity · Shopify Web Design · Web Development

[ SCOPE OF WORK ]

Brand strategy and positioning, Logo design and full identity suite, Typography, colour, and visual language system, Brand guidelines and documentation, Shopify store, UX and information architecture. Full website UI design — homepage, collection pages, product detail pages, and supporting pages, Shopify theme development — custom build, Beach Club membership, UX Mobile-first build throughout

[ INDUSTRY ]

Fashion & Swimwear

[ YEAR ]

2024

[ Overview ]

Sea My Soul is a premium Brazilian bikini brand based in Dubai — built for sea lovers and adventure seekers who treat their swimwear as seriously as the rest of their wardrobe.

Launching a fashion DTC brand in Dubai is a specific challenge. The market is discerning and unforgiving of anything that feels generic — a UAE consumer will decide in seconds whether a brand feels right, not just whether the product is good.

We built the complete brand identity and Shopify store from the ground up — designed for the Dubai market, and built to convert a mobile-first fashion audience that expects premium from the first scroll.

[ Client ]

Sea My Soul

[ Website ]

Live Site

[ Project Goals ] Launch a Brazilian swimwear brand in Dubai with a brand identity and Shopify store that earns immediate credibility with a luxury fashion audience — and converts them on mobile, where the majority of UAE fashion shopping happens.

The identity needed to communicate the brand's Brazilian roots and beach community spirit without feeling imported or out of place in the Dubai market. Warm, confident, and seaside — but visually sophisticated enough for a consumer who also shops Zimmermann, Seafolly, and Eres.

The Shopify store needed to do what the best fashion e-commerce does: make the product feel desirable before the visitor has consciously decided to buy. Collection pages that invite browsing. Product pages that communicate fit, colour, and texture clearly.

And a Beach Club membership programme structured into the store from the start — turning a transaction into a relationship.

[ Project Scope ]

We designed and built the complete brand identity and Shopify store for Sea My Soul.

Brand strategy and positioning — defining Sea My Soul's place in the Dubai swimwear market and articulating what makes it genuinely different from the international brands competing for the same customer
Logo design and full identity suite — mark, wordmark, typographic system, and colour architecture built around coastal warmth and Brazilian confidence
Brand guidelines for consistent application across web, social, and campaign assets
UX research — understanding how Dubai fashion shoppers discover, evaluate, and buy swimwear
Homepage design — hero, featured collections, brand story, social proof, and membership CTA
Information architecture — homepage, collections, product pages, and Beach Club membership UX
Product detail page design — communicating fit, colour, material, and styling in a medium that can't replicate how a bikini feels in person
Shopify theme development — custom build, mobile-first throughout

[ Challenges ]

Launching a premium fashion brand in one of the world's most competitive retail markets. Here's what that required.

001
Launch a Brazilian brand in the Dubai market without losing what makes it Brazilian
002
Make a fashion product feel desirable through a screen
003
Build the Beach Club into the store from day one
004
Convert a mobile-first fashion audience in a high-competition market

[ results ] A brand identity and Shopify store that launched Sea My Soul into the Dubai market with a presence that matched the quality of the product and the ambition of the brand.

01
Brand identity
02
Shopify store
03
Beach Club membership
04
UAE market foundation

"Create Circus transformed our ideas into an amazing online store www.seamysoul.com! Their proactive communication and deep understanding of our needs made the project seamless, even with many parties involved. I highly recommend them for their professionalism, politeness, approachable manner, problem-solving skills, and patience! Obrigado !!!"