PROJECT DESCRIPTION
I started Lazy Dog, a clothing brand, in my Sophomore year of college. Over this 3 year experience, I learned to develop a strong brand identity, design & optimize my e-commerce platform, scaling to over 50k in sales and amass over 100k page visits through organic advertising. I additionally launched a guerilla sticker marketing campaign, with over 5000 recognizable stickers placed all across the United States.
I designed, developed, screenprinted/embroidered, marketed and sold over 1000 products over 2 years. I was additionally published in a local newspaper, the Denisonian, which can still be found on their website.
[ Software ]
Adobe Illustrator
Adobe Photoshop
Shopify E-Commerce
[Achievements]
$50k+ in Sales
100k+ Organic Ads
Asset Library
[Learned]
Fashion Design
Graphic Design
Project Management
Scaling E-Commerce
Organic Marketing
Research & Define
I first started by identifying an issue within the clothing market; loungewear was prominent, but coziness was lost in translation. Athleisure was becoming increasingly popular, but so was the demise of heavyweight, luxe fabrics. Clothing was becoming bland, boring and muted. Through this exploration, I defined Lazy Dog's value proposition.
Many brands have leaned into minimalism to capture a broader audience, resulting in loungewear that often feels bland or uninspired. This shift has prioritized neutrality over individuality, leaving little room for self-expression in everyday apparel.
As brands prioritize cost-efficiency and year-round wearability, there’s been a move away from rich, heavyweight fabrics that offer a sense of warmth, durability, and luxury—leading to a noticeable drop in tactile comfort and garment longevity.
While athleisure is often marketed as "comfortable," its focus is more on performance and sleekness than on the cozy, enveloping feel that traditional loungewear once offered. This has created a market where functional, gym-inspired clothing dominates, but the emotional and sensory comfort of home is missing.
By identifying a clear gap in the loungewear market—comfort was trending, but true coziness and character were fading—I validated a consumer need through market exploration and trend analysis. This insight shaped Lazy Dog’s foundation: a bold return to heavyweight, luxe fabrics paired with expressive, feel-good design. The result is a product line that resonates with those craving both comfort and personality in their everyday wear.
PROJECT DESCRIPTION
Branding & Visual Identity
To fill this space, I leaned into a brand identity that feels warm, and familiar. Drawing inspiration from dogs— symbols of coziness, companionship and job— I crafted a visual language that stood out against the sea of muted, utilitarian apparel with resonated with customers emotionally.
PROJECT DESCRIPTION
Website Design
I developed a functional e-commerce website in Shopify utilizing the renders and animations I created in Blender3D. This included a landing page, product page and checkout page.
