I was brought onto the project through a friend who connected me with a client looking to redefine the visual identity of Cozi Frip, a second-hand clothing store.

The brief was to develop a distinctive art direction inspired by vintage fashion while reflecting the values and personality of the brand.

​

My role was to explore and define the visual direction across colors, typography and overall tone. I developed several creative directions and variations throughout the process, using client feedback to progressively refine the identity and align it with the brand's expectations.

​

I then consolidated the chosen direction into a visual guideline document, explaining the rationale behind the color palette and typography, as well as the tone of voice and visual posture the brand should adopt to build a consistent identity.