Overview
SoYoung was undergoing a brand evolution, with new product offerings like washable paper items and a shift in design direction, moving from illustrations to patterns and colour blocking in their adult collection. As the sole designer, I was tasked with creating cohesive print and digital content that showcased the brand’s growth while maintaining its core identity. The challenge was to communicate this evolution effectively while keeping the natural, airy, and simple aesthetic that SoYoung was built upon, primarily using linen as the brand's signature material.

Challenge
The main challenge was to update SoYoung’s brand aesthetic to reflect its new direction, which included launching washable products alongside their well known linen line, while still resonating with both existing customers and a new, broader demographic. The design needed to balance the introduction of modern elements, with the brand’s established natural identity. Ensuring the design remained cohesive across various formats—web, social media, marketing collateral, catalogues, and product packaging—was key to maintaining the brand's authenticity while appealing to a wider audience.

Approach
The approach was to merge SoYoung's established natural, minimalist aesthetic with a fresh, modern design. By incorporating patterns, bold colour blocking, and clean, friendly typography, the design reflected the brand’s shift to new materials like washable paper. There was also a focus on maintaining a clean, airy feel in the design that highlighted the brand’s heritage of linen-based products. As the new collection was in development, brands like Anthropologie and Urban Outfitters were gaining interest before the official launch. This early attention helped to inform about the new demographic that might be drawn to the collection, allowing look to be refined and align it with the evolving customer base. The cohesive design across all formats and channels ensured a seamless brand experience, appealing to both new and loyal customers.

Conclusion
The updated design successfully captured SoYoung’s evolution, reinforcing the brand’s growth while staying true to its natural, linen-based roots. The new aesthetic balanced modern elements with the brand's simple and airy identity, allowing SoYoung to attract a broader audience without losing its core values. This cohesive redesign positioned the brand for future growth, creating a strong visual identity across all media platforms.

Weenie was born after completing a long project, which sparked the creation of a simple hand-drawn doodle. Shortly after, while shopping for a birthday gift for a friend and browsing graphic tees, the idea to turn the doodle into a shirt took shape, giving the concept purpose and direction. 

The first process involved experimenting with drawing, an activity that had fallen out of regular practice, while crafting playful marketing assets that blended a love of art direction, branding, and motion graphics. This combination helped form a cohesive narrative for each design and increase views and sales.

Most concepts draw inspiration from wordplay, dumb humour, a nod to queer culture, or a mix of all three.

The name "Weenie" (please bear with for a moment) reflects the personality of being a gay vegetarian who has a soft spot for veggie dogs—which has concerningly become a personality in itself. However, true to form, the inspiration for the name Weenie is what the brand is all about being: dumb, yet bold.

Overview
In the early episodes of the season, a key location in Titans was the office of a prominent game developer. The logo needed to be adaptable and instantly recognisable, conveying a youthful and trendy vibe that would resonate with teens and young adults. The objective was to create a logo that symbolised the company’s identity, embodying gaming qualities like shape, scale, perspective, and motion, while being practical for use in the production itself.

Challenge
The challenge was to create a logo that would be versatile and appear across both print and digital media, as well as within the physical set itself on environmental elements. Additionally, its design had to be bold, stand out, and be memorable while remaining grounded in the world of the show, ensuring it seamlessly integrated into the DC Universe.

Competitor Research

Approach to Colour Selection - After researching trends in the gaming industry, it was found that colours like red, blue, and black were often used in gaming company logos. To create something fresh and unique, chartreuse was chosen. This vibrant, bold colour stood out from the typical palette and added a sense of energy and modernity, similar to how Xbox’s use of green helped distinguish its brand identity. Chartreuse was also grounded enough to feel realistic, given Xbox, while still standing out across different media formats.

Preliminary Concepts

Aproach to Design Inspiration and Elements - The logo design was inspired by the company’s name, focusing on scale and perspective to convey a sense of motion. Arrows were incorporated into the design, drawing inspiration from the familiar symbols seen on game controllers, referencing movement and interaction. The use of arrows gave the logo a dynamic, forward-thinking feel, while its distinct shape ensured that the logo would be instantly recognisable. The design was flexible enough to be creatively integrated into various set pieces, such as appearing on the desk within the game developer's office.

Final Logo

Aproach to Imagery and Collateral - For the collateral materials and promotional imagery, a “1990’s cool kid” aesthetic was chosen to tap into the growing nostalgia for that era’s pop culture, which resonates strongly with teens and young adults today. Content that highlighted the current resurgence of 90’s fashion trends, like baggy pants and jackets, along with the comeback of older technology such as film and digital cameras, was played off of and key to driving the narrative. To enhance the vintage feel, photos were converted to black and white, creating a striking contrast with the vibrant chartreuse logo. The use of varying shapes and colours added energy and dynamism, relating back to gaming and ensuring the overall design had a modern yet nostalgic vibe.

Conclusion
The design of the logo and collateral for the game developer office in Titans effectively combined the elements of nostalgia, youth culture, and modern gaming aesthetics. The distinctive chartreuse colour and use of motion-based design elements made the logo visually impactful and versatile for various applications, both within the set and across digital and print media. The successful integration of the 90s "cool kid" vibe in the collateral added an additional layer of appeal to the design, ensuring it resonated with the intended audience.

With nine out of ten episodes set in a post-apocalyptic world, nearly all graphic elements had to be built from the ground up. This included everything from small-town USA murals and storefronts to vehicle wraps — all digitally aged and printed on vinyl for easy application. A fully fictional bulk store, 'PriceMax,' was also created, closely resembling a well-known real-world membership chain.

The commercial is set in New York City but filmed in Toronto, so some iconic NYC elements had to be recreated, such as the famous yellow cabs and Manhattan street signs. To achieve this, the street signs were part of a construction build placed on the road. The street lamp was short and positioned low to the ground, allowing the actress to safely stand on top while the camera angle was pointed high up to create the illusion of height. At the beginning of the commercial, model Karlie Kloss walks past what is intended to be a Broadway theater, so Good Girl show posters were designed to fit into the display cases facing the street.

Much of the show was set in various airport locations, with different sections within each. So, a wide range of signage was required, such as kiosks, backlit advertisements, and wayfinding elements. Since some scenes were filmed in an actual airport and others on a soundstage, attention to detail was crucial to ensure the scenes felt authentic and cohesive. Even practical set dressing items, like a stand-to-size baggage allowance, were created to enhance the realism and unify the show's look.