CLIENT ▸ Coming Of Age, NYC
ROLE ▸ Brand Designer Freelance
SCOPE ▸ Logo Design, Brand Identity, Visual Identity, Campaign Materials, Photo Retouching, Print Design
ROLE ▸ Brand Designer Freelance
SCOPE ▸ Logo Design, Brand Identity, Visual Identity, Campaign Materials, Photo Retouching, Print Design
The Challenge
Build a fashion identity that feels contemporary and culturally fluent without looking trend-chasing
Create a system that can flex across editorial, campaign, digital, and social outputs
Balance emotional storytelling (“coming of age”) with clean, premium execution
Build a fashion identity that feels contemporary and culturally fluent without looking trend-chasing
Create a system that can flex across editorial, campaign, digital, and social outputs
Balance emotional storytelling (“coming of age”) with clean, premium execution
Strategic Approach
Define the brand as a narrative system: growth, transformation, tension, release
Prioritize a distinctive typographic voice and strong compositional rules to keep consistency across changing visuals
Design for scalability: templates and hierarchy that support rapid content production without brand drift
Define the brand as a narrative system: growth, transformation, tension, release
Prioritize a distinctive typographic voice and strong compositional rules to keep consistency across changing visuals
Design for scalability: templates and hierarchy that support rapid content production without brand drift
Creative Solution
A refined fashion identity anchored in typography, contrast, and controlled expressiveness
Visual language that moves between softness and edge, capturing transition, confidence, and self-definition
A system that frames imagery and messaging with clarity while leaving room for cultural energy
A refined fashion identity anchored in typography, contrast, and controlled expressiveness
Visual language that moves between softness and edge, capturing transition, confidence, and self-definition
A system that frames imagery and messaging with clarity while leaving room for cultural energy
Scope & System
Modular layout system for campaign assets, lookbooks, and editorial formats
Defined typographic hierarchy for headlines, captions, product copy, and statements
Rules for spacing, rhythm, and image treatment to maintain a consistent “brand lens”
Flexible palette and graphic elements designed to evolve with seasonal shifts
Modular layout system for campaign assets, lookbooks, and editorial formats
Defined typographic hierarchy for headlines, captions, product copy, and statements
Rules for spacing, rhythm, and image treatment to maintain a consistent “brand lens”
Flexible palette and graphic elements designed to evolve with seasonal shifts
Key Results
A distinctive identity with a clear point of view in a saturated fashion landscape
Consistency across formats while supporting variation in content and styling
A scalable foundation for ongoing campaigns and new product stories
A distinctive identity with a clear point of view in a saturated fashion landscape
Consistency across formats while supporting variation in content and styling
A scalable foundation for ongoing campaigns and new product stories
Impact & Performance
Stronger brand recognition through repeatable visual cues and typography Faster production through codified templates and system rules
Improved clarity and cohesion across digital and social executions
Stronger brand recognition through repeatable visual cues and typography Faster production through codified templates and system rules
Improved clarity and cohesion across digital and social executions
Deliverables
Logo / wordmark and core identity system
Typography, layout rules, and composition templates
Campaign and social asset toolkit
Lookbook / editorial layout framework (as applicable)
Logo / wordmark and core identity system
Typography, layout rules, and composition templates
Campaign and social asset toolkit
Lookbook / editorial layout framework (as applicable)
Role & Leadership
Brand Design Lead from concept through execution
Defined the identity direction, system logic, and key applications
Ensured consistency, scalability, and craft across outputs
Brand Design Lead from concept through execution
Defined the identity direction, system logic, and key applications
Ensured consistency, scalability, and craft across outputs
Why This Works Matters
Fashion brands are built as much through repetition and systems
as through taste.
This project shows how to create an identity that conveys emotion and cultural relevance while remaining operational, enabling the brand to move fast, evolve seasonally, and remain unmistakably itself.
Fashion brands are built as much through repetition and systems
as through taste.
This project shows how to create an identity that conveys emotion and cultural relevance while remaining operational, enabling the brand to move fast, evolve seasonally, and remain unmistakably itself.
The logo was designed as a typographic signature, confident, minimal, and built to anchor expressive imagery within a consistent brand frame.
Ready to take your brand
from concept to retail success?
from concept to retail success?
