Levitate Brand

Role:

Product Design
UX Strategy
Brand Design

Overview:

Designing a unified digital experience for Levitate’s growing lifestyle brand spanning apparel, events, music, and community spaces.

PROBLEM

Levitate evolved from a small surf shop into a multifaceted lifestyle brand that includes apparel, a music festival, venues, and community spaces. Their digital presence struggled to represent the breadth of the brand while still supporting apparel sales as a primary driver.

Design Approach

Levitate’s identity is deeply rooted in art and craft culture. Much of their brand work is created by fine artists, so I focused on translating that handmade aesthetic into the digital experience.

Visual elements included:

• textured paper backgrounds
• torn edges
• watercolor textures
• hand-crafted visual motifs

The goal was to make the website feel less like a traditional e-commerce platform and more like an extension of the Levitate lifestyle.

Capturing the Handmade Brand

Because Levitate frequently releases seasonal apparel collections, I introduced a more visual collection-based shopping experience to highlight new drops and increase discoverability.

Lifestyle-Driven Commerce

Multi-Property Navigation

Levitate operates several web properties connected to different aspects of the brand. I designed a unified navigation system and template style that appears across all sites, allowing users to seamlessly move between apparel, events, and community initiatives without feeling like they “left”.

THE OUTCOME

The redesign helped establish a cohesive digital identity for Levitate’s expanding brand ecosystem while supporting apparel as a core revenue driver. Several visual elements introduced during the project were later adopted across broader brand experiences, including festival graphics and large-scale installations.

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