PAULINA PANAS
CREATIVE & ART DIRECTION
BRAND DEVELOPMENT
DIGITAL & E-COMMERCE
I’m an independent Art Director and Visual Creative working across fashion, brand and digital.
With 12+ years of experience, I develop creative concepts and visual direction grounded in brand strategy — shaping identities, campaigns, photography, content and e-commerce experiences.
My background includes Marc O’Polo and mytheresa.com in Germany, creative direction at Hexeline and Tatuum in Poland, freelance collaborations, and the development of my own fashion label, Fragmented.
Having worked both in-house and independently, I understand how brands operate from the inside — from defining a creative direction and identifying opportunities to translating ideas into cohesive, meaningful experiences across different touchpoints.
I’m drawn to work that is distinctive, thoughtful and visually coherent, with a strong focus on image, typography and detail.
Based in Łódź, Poland. Available for selected freelance, project-based and long-term collaborations.
+48 881911816
paulinapanas@outlook.com
linkedin.com/in/paulina-panas/
CV
Education
Graphic Design (postgraduate)
Academy of Fine Arts, Łódź, Poland
Polish Philology (master’s)
University of Łódź,
Poland
Experience Tatuum / tatuum.com
Creative Director
2026
Marc O’Polo + selected clients
Independent Creative / Freelance
2025
Fragmented / fragmentedstudios.com
Founder & Creative Director
since 2024
Hexeline / hexe.com.pl
Creative Director
2023-2024
Marc O’Polo / marc-o-polo.com
Senior Digital Content & Creative Manager
2019-2023
Marc O’Polo / marc-o-polo.com
Senior Graphic Designer
2017-2019
Marc O’Polo / marc-o-polo.com
Web Graphic Designer
2015-2017
mytheresa.com
Junior Graphic Designer
2014-2015
ToolsAdobe Creative Cloud
Figma
Sketch
Jira
Confluence
AI Creative Tools
Languages
Polish / native
English / fluent
German / conversational
SELECTED WORK
Tatuum
Visual & Art Direction / E-commerce & Product Photography / Typography
For Tatuum, I developed a cohesive visual language across digital and brand communication. My scope included comprehensive guidelines for e-commerce & product imagery, creative concepts and art direction for collection photoshoots, including collaborations with Rad Duet and the Central Museum of Textiles in Łódź, as well as a diverse yet cohesive typographic system that became a distinctive part of the brand’s social media communication.
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Hexeline
Brand & Creative Direction
For Hexeline, I led the creative direction across brand identity, visual language and seasonal campaigns. My work spanned the redesign of the brand identity and tone of voice, as well as the creative direction of editorial and still life photography for SS24, FW24 and SS25.
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Fragmented
Brand & Creative Direction
Fragmented is a self-initiated fashion brand project for which I lead the complete creative direction, from brand identity and product design to photography and digital presentation. The project explores how a distinctive visual language can connect the physical product with a coherent digital and e-commerce experience.
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Marc O’Polo
Digital Brand & Commercial Campaigns
For Marc O’Polo, I developed and executed digital creative concepts across brand, campaign and commercial communication. My work covered landing pages, newsletters, on-site assets, promotional banners and retail POS visuals, translating both brand storytelling and sales objectives into a consistent digital experience.
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Fragmented
UX & UI Design (Custom E-commerce Store)
I designed and developed the UX and UI concept for a custom-built online store for my brand, Fragmented. The project covered design, functional structure, and close collaboration with the developer throughout implementation. The goal was to create a minimalist, modern, and intuitive shopping experience aligned with the brand identity.
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Hexeline
E-commerce UX & UI Direction (New Online Store)
I led the UX and UI direction for the development of a completely new Hexeline online store built on Shopware. The project covered visual direction, functional concept, and continuous collaboration with designers and developers. The goal was to create a premium, modern e-commerce experience aligned with the brand’s new identity.
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Marc O’Polo
E-commerce UX & UI Redesign (Website Key Pages)
I developed the concept for the redesign of key pages of the Marc O’Polo online store, including the new homepage, PLP, and footer. The project aimed to translate the updated corporate identity into a cohesive digital system without disrupting the existing user experience. I led the process from concept and stakeholder alignment to implementation support and testing.
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Marc O’Polo
Newsletter UX & UI Redesign (Emarsys System)
I designed a complete modular newsletter system for Marc O’Polo within the Emarsys environment. The project covered UX and UI redesign for both desktop and mobile, ensuring consistency with the brand identity and strong usability. I was responsible for the process from concept to implementation and testing.
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