The project extended beyond print into large scale applications, including banners and experiential design. I created a mock retail environment that incorporates sewing-inspired elements, transforming the brand into a physical experience. This approach allowed me to think about how identity functions in space, not just on a page. The final result highlights my ability to create a unified brand system and apply it across multiple formats while maintaining a clear and engaging visual language.
The project began with a research phase where I explored three different directions I was interested in developing, using visual references like imagery, typography, and existing brands to understand each concept’s tone and aesthetic. I created word lists to define the mood, values, and personality of each idea, helping guide my early concepts and narrow down the strongest direction. Alongside the visual research, I considered audience engagement and how each concept could translate into an experience, exploring ideas like experience zones and how people would interact with the brand in a physical space. This process helped me build a clear, concept-driven foundation that ensured the final design was both visually cohesive and engaging across multiple touchpoints.
After narrowing down my direction, I chose to focus on fashion and began developing a brand identity for a store. The process started with extensive logo exploration, creating multiple iterations across several potential names to test different visual directions and brand tones. This allowed me to evaluate how typography, form, and style could communicate different identities within the same concept. After selecting the strongest name, I continued refining the logo through additional iterations, focusing on clarity, consistency, and overall impact. This iterative process was key in shaping a final mark that felt intentional, cohesive, and aligned with the brand’s vision.
From there, I finalized the full visual system, including a custom set of icons, a defined color palette, and carefully chosen typography, ensuring all elements worked together to create a consistent and recognizable identity across the brand. This cohesive system allowed the brand to be easily adaptable across different applications while maintaining a strong and unified visual presence.
Building on the finalized visual system, I applied the brand identity to a series of editorial spreads designed to feel like a contemporary fashion magazine. Each spread highlighted different aspects of the brand, including its backstory, ways to connect and find the store, and curated fashion features that reflect its style and audience. I focused on creating strong layouts through typography, imagery, and hierarchy to achieve a polished, editorial look. The spreads were then placed into mockups, allowing the brand to be presented in a realistic and professional format
Extending the brand beyond print, I applied the identity across large-scale applications including banners and banner flats. These were designed with real-world considerations in mind, such as accurate pole height and human scale, allowing me to better visualize how the designs would exist in a physical environment. Alongside this, I developed a series of editorial spreads that reflect a contemporary fashion magazine, featuring the brand’s backstory, ways to connect and find the store, and curated fashion content. The layouts emphasize strong typography, imagery, and hierarchy, and were presented through mockups to create a polished, realistic representation of the brand in use.
Moving into the experiential phase, I began developing 3D renders using Adobe Dimension to bring the brand into a physical space and establish its overall ambiance. This process focused on translating the visual identity into an immersive environment, considering elements like lighting, materials, and layout to create a cohesive in-store experience. The goal was to show how the brand would feel beyond graphics alone, allowing the identity to exist as a fully realized, interactive space that reflects its fashion-forward and crafted aesthetic.