Fixed Frame is a movie-inspired apparel brand built for cinephiles. The brand centers on vintage-inspired corduroy hats that draw from cult classics, horror, foreign film, and other niche areas of film culture. The goal was to create an identity and online presence that felt self-aware, visually distinct, and grounded in the tastes of people who see film as part of their everyday aesthetic, not just entertainment.

The visual direction balances nostalgia, subculture, and restraint. Rather than leaning into novelty or obvious fan merchandise cues, the brand is shaped by a more understated approach that treats film references as part of a broader visual language. This allowed Fixed Frame to feel more like a considered apparel brand than traditional movie merch.

A key part of the work was building a system that could support both storytelling and commerce. The brand needed to communicate its perspective clearly, showcase products in a way that felt elevated, and create a cohesive experience across the website, product pages, collections, and marketing touchpoints. Every decision was aimed at making the brand feel visually consistent, easy to navigate, and aligned with its audience.

Fixed Frame reflects my interest in building brands that feel culturally specific, visually grounded, and commercially viable at the same time. It sits at the intersection of fashion, film, and digital design, with an emphasis on creating a cohesive brand world from product concept through online experience.

Creating a nostalgic brand & website for a movie-inspired hat company.

Website Design
Art Direction
Brand Design & Strategy
Photography
Social Media Content
Email Workflows

UI/UX Design, Showit Development

Scope

Scope:

Fixed Frame

Client:

Client