THE CHALLENGE
87W had product and early hype, but no scalable brand system. No rules, no structure, nothing repeatable. Build a brand platform that survives past one drop while staying flexible across future releases, materials, collaborations, and markets. Position 87W as a lasting lifestyle brand with emotional weight, not just luxury streetwear from Chicago.
THE SOLUTION
Built complete visual language rooted in emotional design. Used brand psychology principles: contrast (soft portraits balanced against sharp product shots), simplicity (clean, repeated elements accelerating recognition), emotional cues (design choices sparking calm, confidence, curiosity). Created flexible system that feels consistent across every touchpoint.
MY ROLE
Led complete brand development as Creative Director, building identity system rooted in emotional design and cultural positioning.
✔ Co-named brand 87W, nodding to Chicago’s longitude as origin point and cultural influence
✔ Created complete art direction strategy positioning 87W as timeless, enduring lifestyle brand with emotional depth rather than trend-chasing streetwear
✔ Designed complete visual identity system: logo variations, 12-color palette (deep emerald, sage green, cream tones, light blues, black), typography hierarchy using Libre Franklin and Blaster Display, brand photography style
✔ Styled and color-graded assets maintaining cohesion across diverse lighting conditions, subjects, ensuring consistent brand perception across all touchpoints
✔ Developed photography direction balancing editorial portraits with structured product visuals reflecting brand’s duality between accessible and aspirational
✔ Applied brand psychology principles (contrast, simplicity, emotional recall) ensuring consistency in perception across every touchpoint
✔ Expanded color palette consideration for textile applications (leather, silk, cotton) with refined tones fit for fashion production, not just graphic branding
THE IMPACT
Brand Foundation: Complete system including logo suite, 12-color palette engineered for digital and textile, typography, photography guidelines, social framework. Visual language translates from e-commerce to editorial to retail.
Strategic Positioning: Positioned 87W as timeless lifestyle brand rooted in Chicago, designed for global recognition. Differentiated through sophisticated restraint, not loud streetwear tropes.
System Scalability: Flexible identity supporting growth from local label to multi-category lifestyle brand. Works across apparel, accessories, environments, digital without requiring creative oversight for each application. Brand ready to evolve while staying recognizable.
