Etheric is a self-initiated concept for an inclusive women's sportswear brand, sold only through its own website. I took it from research to identity to a clickable e-commerce prototype, and tested it with real users.
Etheric is more than a brand: it is the feeling of being safe, strong, unstoppable and decided.
Our mission and philosophy is to empower women through the comfort and elegance of what they wear.
Etheric sportswear honors the diversity of women's bodies. It becomes part of each woman's best version and motivates her, every day, to strengthen her mind, body and spirit through exercise.
Young women today live in constant productivity. They care about their physical health, but sportswear that ignores body diversity keeps them from buying, and they have no time to search for pieces that keep them comfortable and motivated.
After detailed research, I defined precisely who the brand needs to reach.
This scale defines the brand's tone of voice. Each line sets two opposites against each other, and the point marks where Etheric sits.
“We care about the modern woman: productive and decided. We know her goals and her lifestyle, so we accompany her with comfort and elegance.”
We design to honor women's body diversity, so they can build a community, empower each other and feel comfortable wearing Etheric.
Create a sophisticated brand that represents its voice perfectly.
A fresh, minimal and elegantly simple image: a brand full of sophistication and strength.
Typography: I chose Ginora Sans and Gorgeous for their elegance and because they convey femininity and strength. For a luxury brand, typefaces like these say it best.
For strong actions: buy, add to cart, send.
For flow: moving through the site and the forms.
With and without borders.
The photography style has to be very specific to protect the brand's personality.
Brand storytelling uses group photos on colorful or natural backgrounds that never take weight away from the models and keep the brand elegant.
With strategy and branding in place, the next step was the website: the only place to find and buy Etheric, a 100% e-commerce business. I designed a complete user experience and interface that keep the Etheric essence and make shopping complete and rewarding.
Thirty screens cover the three goals: find a piece, join the community and pay securely.
Home → Tops → Product → Add to cart → Cart → Payment → Order ready.
I tested the prototype with three potential users to make sure the experience was complete. Each one did four tasks.
| Task | User 1 | User 2 | User 3 | Average |
|---|---|---|---|---|
| Find the brand's story | 1 | 1 | 1 | 1 |
| Find the "Top Mar Oscuro" | 1 | 1 | 1 | 1 |
| Open the size guide | 1 | 1 | 3 | 1.66 |
| Pay for the "Top Mar Oscuro" | 1 | 1 | 1 | 1 |
| Task | User 1 | User 2 | User 3 | Average |
|---|---|---|---|---|
| Find the brand's story | 3.12 s | 3.47 s | 3.50 s | 3.36 s |
| Find the "Top Mar Oscuro" | 4.20 s | 4.75 s | 4.39 s | 4.44 s |
| Open the size guide | 1.04 s | 1.36 s | 1.23 s | 1.21 s |
| Pay for the "Top Mar Oscuro" | 4.96 s | 5.07 s | 5.96 s | 5.33 s |
Self-initiated concept. Photography: original images generated with AI under my art direction (2026 refresh); no third-party photography. Wireframes, screens and prototype are my own work.