Concept design for a fictional businessRetail and online stores
Saltwater Swim Co.
Swimwear label, Byron Bay NSW
The concept
“Sun-Bleached Contact Sheet”
A store laid out like a contact sheet from one summer, left on the dashboard until the colours went soft. Every photo sits in a film frame with edge codes, and each colourway is shown as a fade strip from new to sun-bleached.
01The home page, top to bottom
The home page on desktop and on a phone
What is real here
The design, the code and the words were all made by the Digisurge process. The business, its people, prices and photos are fictional. Photos are AI-generated atmosphere.
02The brief
What the owner asked for.
Answers from the brief this concept was built from, in the owner's words. The business is fictional; the process is the one every customer goes through.
- Goal
- Online sales
- Customers
- Women and men who swim and surf most days and want swimwear that is simple, well made and lower impact. People who buy fewer, better things.
- Tone
- Sun-bleached, effortless, environmentally conscious without preaching.
- Likes
- Film photography, salt and sand textures, bold type.
- Never
- Fast-fashion sale banners, influencer clichés, neon.
- Services
- One-piecesBikinisMen's trunks and boardshortsAccessories
Final design review
4.08/ 5
Average across the 12-point design rubric, from a separate AI critic, after round 2. Nothing scored under 4.
Portfolio-ready
03The design system
Made for this business only.
Every Digisurge site starts with a named concept and a handful of signature devices, the recurring moves that make it recognisable. These are this site's.
Signature devices
- 01Film-edge frames with frame numbers
- 02Fade strips for every colourway
- 03Poster type cropped at the page edge
Palette
- #F2EDE3
- #E5DAC6
- #1E2119
- #33402A
Typefaces
- Bricolage GrotesqueDisplay
- Schibsted GroteskText
- IBM Plex MonoAccent
04Every page
The rest of the site.
Like what you see?
Yours will look nothing like it.
That is the point. Your site gets its own concept, built from your business, your place and your customers.
$14 first month, then $59 a month, GST included