NiLu | Digital Rebrand

A visual and digital refresh for NiLu, a Harlem gift shop rooted in local makers, cultural specificity, and intentional retail. I helped shape identity, photography direction, product storytelling, and social communication, strengthening the brand’s ability to express its neighborhood roots and product world across digital and in-store touchpoints. The challenge was to make the brand feel more cohesive online without losing the warmth of a physical community space. The result was a clearer expression of NiLu as both a retail destination and a Harlem-rooted cultural platform.