FROM CONCEPT TO COLLECTIONNTLY
NTLY Clothing, Inc. set out to redefine how men dress for the night — merging confidence, comfort, and elevated minimalism into a streamlined capsule wardrobe.
With a refined aesthetic, a clear purpose, and a bold ambition, the brand needed more than just apparel; it needed a strategic foundation and a cohesive, memorable identity.
As Creative Director, Pamela Coppola led the brand from initial concept through launch, overseeing brand strategy, visual identity, product design, and creative direction. The goal: to build a brand that felt confident, elevated, and effortless—one that could stand out in a saturated market and leave a lasting impression.
LOCATION:
New York, New York
KEY ELEMENTS:
Brand Strategy, Naming, Visual Identity, Product Design, Creative Direction, E-commerce Website, Packaging
FOCUS:
Modern simplicity, elevated basics, and cohesive storytelling
You’ll see how this vision came to life through intentional product design, styled photography, a refined e-commerce experience, and packaging that reinforces the brand’s values from the very first impression.
CREATIVE DIRECTION & BRAND VISION
Every strong brand begins with a clear point of view.
For NTLY, that meant grounding its visual identity in thoughtful strategy and a strong sense of connection from the start.
Together, we defined the brand’s personality, audience, messaging, and creative direction—laying the groundwork for a look and feel that was both intentional and elevated. Through moodboards, style direction, and brand pillars, we captured the essence of NTLY: confident, refined, and distinctly modern.
This clarity shaped every brand expression—from the visual identity to apparel design, photography, and the full customer experience.
During this phase, we:
Defined brand purpose, vision, and audience
Crafted brand personality and messaging
Developed moodboards and visual direction
Established brand pillars and core elements
Designed and developed the core apparel collection
Built a strategic foundation for visual identity
Strategic groundwork that shaped the look, feel, and personality of the NTLY brand.
A purposeful color system designed to reflect NTLY’s modern, refined, and confident identity.
WEBSITE DESIGN & BRAND EXPERIENCE
An immersive brand experience starts with thoughtful design, both on screen and behind the scenes.
The NTLY website was crafted to do more than sell—it was designed to draw users into the brand’s distinct point of view. From intuitive browsing to interactive features, every element was intentionally built to feel seamless, modern, and memorable.
With an elevated aesthetic and user-first functionality, we developed a fully custom Shopify site that brought the collection to life. Hover states, fixed scroll navigation, and bold editorial visuals echoed the brand’s clean confidence and elevated minimalism.
Our work extended beyond the website itself. Through detailed photoshoot planning, creative briefs, and on-set art direction, we shaped the full visual narrative, overseeing both an in-studio product shoot and a styled lifestyle video and still shoot on location in NYC.
The result? A cohesive, compelling presence across every digital touchpoint.
Key features included:
Custom Shopify website design with hover and scroll interactions
Lifestyle photography art direction and production
In-studio product photography and styling
Creative shoot planning, briefs, and visual strategy
Responsive Shopify Website Design & Visual Storytelling
On-Location Lifestyle Photoshoot
Meet the NTLY Page – A brand storytelling moment that captures the NTLY ethos and product details
Collection Overview – Clean grid layout introducing the full product range
Product Detail Pages – Fully shoppable experiences with hover states, styling details, and variant views
PRINT & PACKAGING
Elevated details that extended the brand beyond the screen.
NTLY’s brand experience didn’t end at checkout—it carried through every tactile moment, weaving the brand’s values into packaging and print. Each element served a purpose: to reflect NTLY’s commitment to connection, sustainability, and elevated simplicity.
From reusable cotton duster bags (replacing traditional poly bags) to biodegradable mailers and thoughtfully designed garment labels, packaging was treated not as an afterthought but as a meaningful extension of the brand story. Even the custom receipt folder included a prepaid postcard—an invitation to continue the connection beyond the purchase.
We also led sourcing and print production to ensure every detail met the highest standards of quality and brand alignment.
The full suite included:
Reusable cotton duster bags
Biodegradable poly mailers
Custom mailer boxes
Branded packing tape
Style, size, and care garment labels
Custom receipt folder
Prepaid connection postcards
Business cards
In-studio print collateral
Digital-to-Physical Brand Transition: Custom Shopify Website
Elevated Finishes: Debossed Logo with Foil Print
Thoughtfully designed receipt folder with prepaid postcard, extending the connection beyond the purchase.
Sustainable, branded poly mailers reinforced the brand’s commitment to simplicity and environmental care.
Postcard included to spark engagement post-purchase.
A reusable cotton duster bag replaced traditional poly bags, merging function with sustainability.
Custom-designed style, size, and care labels brought brand consistency to each piece of the collection.
Minimal, refined business cards served as a tangible extension of the brand’s aesthetic and values.
NTLY CLOTHINGA modern menswear brand brought to life through strategy, style, and soulful execution.