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PLAYA3ULL Merch Store

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 The existing store was outdated and disconnected from the company’s evolving brand identity.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.

Client PLAYA3ULL GAMES
Role Lead Product Designer
Services
EcommerceProduct Design
Year 2023

Overview

Full Redesign & Build

PLAYA3ULL Merch Store
PLAYA3ULL Merch Store detail
PLAYA3ULL Merch Store detail

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.

PLAYA3ULL Merch Store final
PLAYA3ULL Merch Store
PLAYA3ULL Merch Store

What I learned

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.

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