Hayden Graye

2024

New York

Visual identity for a New York-based luxury fashion accessory brand involved an experimental and abstract approach to the shapes and forms of the products. We aimed for a healthy balance and an iconic mark, drawing inspiration from the bold style of the founder and the brand itself. The deliverables included a lettermark, typographic logo, and a combination logo, considering various application methods and scales.

Initial Sketches

Exploring a combination of a lettermark, simplicity, maximal minimalism, and positive and negative space.

Digital Selections

  • An image of the Cultural Center.

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  • An image of the Cultural Center.

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Typography

The goal was to land an elegant and geometric typeface. Gravesend Sans was the perfect balance between classic and contemporary design elements with its rounded edges softening their sharp outlines.