Project Overview
i am_ is a female athleticwear brand created to inspire confidence, movement, and identity. I led the full creative direction for this project, building a complete brand system from scratch. This included developing the visual identity, designing a campaign for launch, and creating a responsive landing page experience across mobile and desktop. Every design decision was guided by the goal of delivering an emotionally resonant and visually cohesive experience.
Part 1 - Brand Identity
The creative process began with defining the brand’s personality: bold, minimal, and empowering. I crafted the name, logo, color palette, and typography with clarity and flexibility in mind. The final identity was documented in a structured brandbook, including logo use, type hierarchy, and branded visuals applied to apparel and packaging. This visual system became the foundation for all following design decisions.
Part 2 - Marketing Campaign
With the brand established, I designed a social media campaign that focused on emotional connection. Using affirmations like "I am strong" and lifestyle-based visuals, I built a series of Instagram posts, story templates, and promotional assets. The goal was to reflect the inner strength and authenticity of the brand’s audience while maintaining visual consistency with the brand identity.
Part 3 - Web & Mobile Design
To bring the brand into digital space, I designed a responsive landing page tailored for mobile and desktop. The layout highlights the brand story, features key calls-to-action, and maintains a clear hierarchy for product presentation. The visual tone is bold but clean, allowing the brand’s voice and values to come through in every scroll.
Reflection
This project deepened my understanding of how brand strategy, UX, and visual storytelling intersect to shape perceived value. I learned to balance creative expression with business goals, translating abstract identity into a digital experience that feels both aspirational and usable.
Project Overview
i am_ is a female athleticwear brand created to inspire confidence, movement, and identity. I led the full creative direction for this project, building a complete brand system from scratch. This included developing the visual identity, designing a campaign for launch, and creating a responsive landing page experience across mobile and desktop. Every design decision was guided by the goal of delivering an emotionally resonant and visually cohesive experience.
Part 1 - Brand Identity
The creative process began with defining the brand’s personality: bold, minimal, and empowering. I crafted the name, logo, color palette, and typography with clarity and flexibility in mind. The final identity was documented in a structured brandbook, including logo use, type hierarchy, and branded visuals applied to apparel and packaging. This visual system became the foundation for all following design decisions.
Insert brandbook shuffle gallery here
Part 2 - Marketing Campaign
With the brand established, I designed a social media campaign that focused on emotional connection. Using affirmations like "I am strong" and lifestyle-based visuals, I built a series of Instagram posts, story templates, and promotional assets. The goal was to reflect the inner strength and authenticity of the brand’s audience while maintaining visual consistency with the brand identity.
Insert Instagram grid, campaign visuals, and story designs
Part 3 - Web & Mobile Design
To bring the brand into digital space, I designed a responsive landing page tailored for mobile and desktop. The layout highlights the brand story, features key calls-to-action, and maintains a clear hierarchy for product presentation. The visual tone is bold but clean, allowing the brand’s voice and values to come through in every scroll.
Insert mobile and desktop mockups
Reflection
A color formatted as CSS hexadecimal RGB code, rgb, hls or hlv expression, or a named color. All variants with an alpha value are also supported. Examples: #00ffee, rgb(0, 153, 255), hsla(204, 100%, 50%, 0.5), blue, darkgreen, rebeccapurple.
Project Overview
i am_ is a female athleticwear brand created to inspire confidence, movement, and identity. I led the full creative direction for this project, building a complete brand system from scratch. This included developing the visual identity, designing a campaign for launch, and creating a responsive landing page experience across mobile and desktop. Every design decision was guided by the goal of delivering an emotionally resonant and visually cohesive experience.
Part 1 - Brand Identity
The creative process began with defining the brand’s personality: bold, minimal, and empowering. I crafted the name, logo, color palette, and typography with clarity and flexibility in mind. The final identity was documented in a structured brandbook, including logo use, type hierarchy, and branded visuals applied to apparel and packaging. This visual system became the foundation for all following design decisions.
Part 2 - Marketing Campaign
With the brand established, I designed a social media campaign that focused on emotional connection. Using affirmations like "I am strong" and lifestyle-based visuals, I built a series of Instagram posts, story templates, and promotional assets. The goal was to reflect the inner strength and authenticity of the brand’s audience while maintaining visual consistency with the brand identity.
