Fashion has always been a passion of mine, and I’m intrigued by how companies in the space use design to shape their brand. I was inspired to create something of my own, so I challenged myself to build a brand using my own content and bring it to life with design. The fashion styling was inspired by the personal style of my good friend and pictured model, Lee: put together but laid back. All photos were styled, photographed, and edited by me. 
The photography has a mix of styles: more serious photos as well as fun and playful ones. I selected a serif typeface in order to create a more classic and polished feel. I created custom lettering for the brand for a lighthearted feel which supported the main typography. The style of the lettering is a quickly written script, bright and nimble. To tie the laid-back feel of Lee’s personal style into the brand, I used lighter elements such as lettering and icons. Dark and neutral colors were used for the brand to give it a classic feel, and balance it out.