ROLE / POSITION
PROJECT TYPE
Senior Graphic Designer &
Freelance Branding Consultant
Professional : Multi-category Brand & Product Development
TOOLS USED
Adobe Illustrator, Photoshop, Hand-painting/Analog Media, Mockup Tools
DURATION
Nov 2023 - Aug 2024
OVERVIEW
Led the full-cycle brand architecture for OSTILOS, a western-wear label rooted in the "slow-fashion" philosophy. This project involved a transition from freelance brand consultant to in-house designer, overseeing the brand’s visual evolution from a logo concept to a market-ready seasonal collection.
THE PROBLEM
THE PROBLEM
The challenge was to differentiate a new slow-fashion entrant in a market saturated with mass-produced fast fashion. To succeed, OSTILOS needed a visual identity that communicated craftsmanship, intentionality, and premium quality, ensuring the brand's "slow" ethos was felt at every consumer touchpoint.
THE GOAL
THE GOAL
To develop a cohesive visual language, brand voice, and proprietary textile designs that resonate with a conscious, style-forward audience, elevating the brand from a clothing line to a lifestyle identity.
PROCESS & METHODOLOGY
PROCESS & METHODOLOGY
BRAND STRATEGY & IDENTITY
Defined the core brand tone and voice, creating a minimalist visual system (logo, typography, and muted color palette) that reflects contemporary western aesthetics.
SURFACE & TEXTILE DESIGN
Developed original, hand-painted prints for the Spring/Summer collection. This process involved translating analog artwork into digital repeat patterns for textile production.
PACKAGING DESIGN
Designed the physical consumer experience, including custom shipping boxes, mailer bags, and technical hangtags, focusing on a tactile "unboxing" that reinforces brand trust.
DESIGN SOLUTION
A unified brand system where the minimalist visual identity provides a sophisticated backdrop for vibrant, proprietary textile patterns. The solution integrated the "Slow Fashion" ethos into a professional D2C experience, ensuring consistency across digital lookbooks and physical packaging.
IMPACT
Successfully launched the OSTILOS brand with a fully realized identity. The hand-painted prints became the signature aesthetic of the SS collection, establishing a unique brand IP and driving consumer recognition in the niche western-wear market.