Problem
The brand had a solid following, but their visual identity was starting to feel dated. As they moved toward a more premium direction, the original logo no longer reflected the quality of their garments. They needed a strategic reset to stand out in a crowded market while staying true to their roots. The goal was to build a look that was intentional and polished. They needed a cleaner, modern visual system that could represent the next chapter of the company across both physical apparel and digital archives.
Process
The project began with extensive hand-sketching to explore different conceptual directions. After narrowing these down to the three strongest iterations, I worked closely with the client to select the path that best captured their future vision. Once the direction was locked in, I moved to Adobe Illustrator to perfect the geometry and line weights. This stage was all about fine-tuning the proportions to ensure the symbol remained legible and impactful at any scale.
Solution
We developed a streamlined rebrand designed for maximum versatility, moving seamlessly from small woven labels to large-scale web graphics. By refining the color palette and simplifying the marks, we ensured the brand identity stays sharp without distracting from the products themselves. This "digital-first" toolkit was built to handle everything from high-density embroidery to social media icons. The final result gives the brand a professional edge while maintaining the core energy that built their community in the first place.
Results
The new identity provided the exact visual alignment the brand needed. The shift was immediate—the new logo didn't just replace the old one; it became a definitive symbol for the brand’s entire identity. This mark is now integrated into every future release, serving as the permanent signature for the label moving forward. The brand is now positioned to grow with a visual language that is consistent, intentional, and premium.
SHHH I'm Sleep
Shh I'm Sleep is a streetwear brand based in Sacramento CA. Together we developed full-kit streetwear drops. Primary focus set on building out entire collections; everything from heavyweight hoodies and graphic tees to the accessories that round out a fit, like custom gloves, hats, and duffle bags.
Client
Full Brand Collection
Project
Branding/ Merchandise
Year
2025
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