Guillermo Bravo Visual Identity

Dec 20

*Archived projects are examples of work from past campaigns or assignments that no longer live front and center in my portfolio. These projects may have been archived for a number of reasons (they were old, no longer showed my skillset, etc). But keeping them archived here makes them handy for quick discussions and case-study references.

LUXURY x FUNCTIONALITY

Guillermo Bravo is an apparel and sneaker brand with a design studio located on Capitol Hill and a collaborative sneaker store, CORRE, in Madrona. They inform a commitment to modern shapes that aren't constricted by gender binaries and can be reimagined by the wearer. A dedication to impeccable, sustainable construction and ultramodern design drives is what drives them.

I had the immense pleasure of working with Luis as he launched his dream business in 2018. He educated me on all things fashion and with his passion, I was tasked with designing the launch logo for his sneaker brand.

Client: Guillermo Bravo

Team:

Luis Vélez, Creative Director, Guillermo Bravo
Shu Jones, Footwear/Product Design + Photography, Guillermo Bravo
Larissa McCartney, Brand Design
Allison Arth, Brand & Content Strategy

Role: Logo, Identity & Branding

LOGO SKETCH EXPLORATIONS

While Luis was hard at work designing his sneaker prototypes, I was exploring the convergence of shapes, sketching initial ideas for how we could bring together the visual identity of Guillermo Bravo. He wanted to bring in explorations of avant garde shapes, textural weaves that nodded towards his Columbian roots, and a level of luxury and sophistication on par with the product he was making.

FINAL LOGO & COLOR PALETTE

After multiple rounds of playing with type, various shapes, and textures, we landed on a simple but provocative intersection of shapes that felt avant-garde and fashion-forward. It was easily scaleable for small shoe imprints and clothing tags, to larger uses on T-shirts and signage.