Brand Identity
Art Direction
CMDS
Fashion, Streetwear
Client:
CMDS
Role:
Brand Identity
Art Direction
Recognition:
CMDS
Client:
CMDS
UK
Year
2025
Deliverables:
Brand Identity
Brand Identity
Art Direction
Art Direction
Recognition:
CMDS
Objective
To create a distinctive and scalable brand identity for CRENDONY that reflects London’s street culture while positioning the label as a premium, design-led streetwear brand. The goal was to move beyond trend-driven visuals and build a system that feels culturally authentic, editorially refined, and commercially viable.
To create a distinctive and scalable brand identity for CRENDONY that reflects London’s street culture while positioning the label as a premium, design-led streetwear brand. The goal was to move beyond trend-driven visuals and build a system that feels culturally authentic, editorially refined, and commercially viable.
Approach:
The project began with cultural and visual research focused on London streetwear, contemporary editorial design, and the intersection between fashion and graphic storytelling.
I translated these insights into a clear creative direction, balancing structure and softness, attitude and clarity. Emphasis was placed on creating a flexible system rather than isolated assets, ensuring consistency across physical and digital touchpoints.
Key considerations included:
Maintaining authenticity without leaning on clichés
Establishing a confident yet playful brand voice
Designing a system capable of scaling across future collections and platforms
The project began with cultural and visual research focused on London streetwear, contemporary editorial design, and the intersection between fashion and graphic storytelling.
I translated these insights into a clear creative direction, balancing structure and softness, attitude and clarity. Emphasis was placed on creating a flexible system rather than isolated assets, ensuring consistency across physical and digital touchpoints.
Key considerations included:
Maintaining authenticity without leaning on clichés
Establishing a confident yet playful brand voice
Designing a system capable of scaling across future collections and platforms
Solution:
I delivered a comprehensive brand identity system that merges high-end editorial aesthetics with the raw energy of streetwear. The resulting visual language feels intelligent, tactile, and slightly offbeat, supporting CRENDONY’s positioning as a culturally aware, premium label.
The system includes a cohesive visual language, defined brand voice, and scalable design components that work seamlessly across applications. Together, these elements create a recognizable and credible brand presence that speaks directly to design-conscious, culturally literate consumers.
I delivered a comprehensive brand identity system that merges high-end editorial aesthetics with the raw energy of streetwear. The resulting visual language feels intelligent, tactile, and slightly offbeat, supporting CRENDONY’s positioning as a culturally aware, premium label.
The system includes a cohesive visual language, defined brand voice, and scalable design components that work seamlessly across applications. Together, these elements create a recognizable and credible brand presence that speaks directly to design-conscious, culturally literate consumers.
