PAULINA / SELECTED WORK
CASE STUDY 01 / BRAND & SURFACE DESIGN

A little wild.
A little whimsical.

An independent children's apparel brand brought to life through original illustration, expressive patterns, and thoughtful product design.

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Original Wild & Whimsy floral brand banner
WILD & WHIMSY / EST. 2020ORIGINAL BRAND ARTWORK
01 / THE STORY

A brand built
from imagination.

Wild & Whimsy was an independent children's apparel brand I co-founded in 2020. I developed its visual identity, original surface patterns, garment concepts and mockups, marketing graphics, and e-commerce presence. Each collection was a chance to create a distinct visual world while keeping the brand recognizable.

ROLE

Co-founder · Creative direction · Brand identity · Illustration · Surface pattern design · Apparel mockups · Website & marketing

PERIOD

2020–2022

02 / BRAND IDENTITY

Structured,
with a wild side.

A geometric monogram anchors the identity while hand-drawn botanical details soften its edges. The mark was designed to move between minimal applications and expressive seasonal collections.

03 / SELECTED COLLECTIONS

Little worlds,
made wearable.

Three different visual languages. One approach: begin with a strong idea, explore the possibilities, and design a family of pieces that belong together.

Flower Child floral wreath colorways
01 / FLORAL SYSTEMS

Flower Child

A cheerful floral world built from hand-drawn daisies, botanical companions, coordinated stripes, and a spectrum of muted colorways.

Goldie and Jellylove fish pattern colorways
02 / OBSERVATIONAL ILLUSTRATION

Goldie & Jellylove

Inspired by a real pet betta fish, an original drawing became a collection of flowing, expressive textile repeats and coordinating prints.

Tangram Friends fox pattern collection and apparel mockups
03 / GEOMETRIC PLAY

Tangram Friends

Angular animal motifs, playful sprinkle prints, and vibrant coordinating solids form a modular collection designed for mixing and matching.

04 / BEHIND THE WORK

Not just a print.
A whole system.

The work began with individual motifs, then moved through repeat structures, scale studies, palette explorations, and garment applications. The goal was to create collections with enough variety to feel alive and enough consistency to work together.

DESIGN JUDGMENT

A successful hero print needs quieter supporting pieces. I used coordinating solids, smaller-scale repeats, and complementary colorways to balance visual energy across a collection.

Original Flower Child development artboard with pattern and palette experiments
ARCHIVE / ORIGINAL EXPLORATORY ARTBOARD
05 / FROM DRAWING TO REPEAT

One drawing.
Many possibilities.

The Goldie collection shows the journey from observational linework to colored motifs, repeat tiles, coordinating bubbles, and alternate colorways.

Goldie fish illustration and pattern development file archive
ARCHIVE PREVIEW · Replace these screenshot-based previews with high-resolution exports from original working files before final publication.
THE TAKEAWAY

Good design is equal parts
imagination and intention.

Wild & Whimsy taught me to think in complete visual systems, from a tiny illustrated motif to the way a collection is experienced as a whole. That way of thinking still shapes my work today.

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