As part of university coursework this conceptual project tasked me to invent an organization for which I
would develop a brand identity. The organization I envisioned is a vintage and designer consignment clothing
store named Fractal. The ethos of the store is thoughtful curation of high quality, well designed, items
presented in an elevated retail experience.
The name speaks to creative experimentation and references sacred geometry found in nature. The muted grey
color palette, accented with a vivid red, reflects sophistication balanced with innovation. The hand drawn
and digitally refined wordmark features smoothly jointed characters to indicate sleek and seamless design.
The logo, also hand drawn, communicates the cutting edge nature of the store through visual metaphor, that
being a mind "blown away," such that it comes apart like a puzzle.
When designing the social media ad and merchandise, I kept the same motifs of both organic and refined
shapes.
