Project Overview

The PLAYA3ULL Merch Store serves as the official hub for all merchandise tied to the PLAYA3ULL brand, including game-specific apparel and collectibles. The existing store was outdated and disconnected from the company’s evolving brand identity. I was tasked with completely overhauling the store—from design to merchandising to frontend development.

My Work

Full Redesign & Build

• Rebuilt the entire Shopify storefront from scratch with custom frontend styling to match the new PLAYA3ULL design system and main website.

• Designed all core pages and flows (product, category, cart, navigation) with a improved UX and styling.

• Implemented custom menus, responsive layouts, and interactive elements for a seamless brand experience.

Merch Strategy & Asset Creation

• Audited and restructured the entire product catalog, removing legacy items and introducing new merchandise lines.

• Designed over 150 unique product designs across multiple games and product types.

• Created the Sketchdrop Series, a signature line of apparel based on Nexus character concept art—featuring hoodies, tees, and accessories.

• Produced supporting visual assets including AI-generated marketing videos (RunwayML, OpenAI Sora), and product thumbnails.

SEO & Copy

• Wrote optimised page titles, descriptions, and meta tags to improve discoverability.

Outcome

The fully redesigned PLAYA3ULL Merch Store is set to launch with a cohesive, on-brand visual system and a significantly expanded product lineup. The UX overhaul and visual storytelling aim to elevate the merch offering into a core brand touchpoint, extending PLAYA3ULL’s presence from the screen to the street.

Learnings

This project was a true end-to-end undertaking. I took full ownership of the experience—from auditing and planning the merch strategy, designing over 150 unique products, to building and styling the entire Shopify store frontend. It reinforced the power of a holistic design approach, where product strategy, visual identity, UX, and technology all align.

It also pushed me to extend the PLAYA3ULL design system beyond web apps and into physical products and e-commerce, ensuring brand consistency across everything from apparel to UI. Diving into Shopify’s theming and frontend development sharpened my ability to bring design systems to life in code, and taught me how small UI details can elevate a brand’s perception in a retail context.