video

Dec

2015

Brand & Identity | Girl Power Sport

A brand identity that turns “girl power” into a structured system young women can see themselves in across sport and culture.

Challenge

Define a brand that reflects ambition and confidence for young women in sport, while avoiding the flattening effect of generic empowerment language.

Insight

The idea of “girl power” only works when it’s grounded in behavior. It needed a structure that could hold emotion without turning it into a slogan. That led to three guiding forces that I co-built with the founder: the power to play, the power to change, and the power to thrive.

Strategy

The identity was built around those three pillars, shaping every decision from logo refinement to typography, color, and photography direction. The system was designed for consistency without rigidity, allowing expression while maintaining coherence.

Experience

The visual system moved between high energy and restraint depending on context. A launch film introduced the three pillars through motion and rhythm, using narrative rather than explanation to set the tone. I redesigned the logo, updating the founder’s original design into a stronger, more flexible identity. I developed the rest of the visual system, including typography, color, and photography guidelines, to ensure the brand could communicate consistently across all materials. To launch the brand, I also created a video that introduced Girl Power Sport to the world, bringing the pillars and values to life in motion.

Impact

The brand established a clearer point of view and a more grounded expression of empowerment. Across touchpoints, it holds together visually and emotionally in a way that feels specific rather than abstract.

Creative Director: JP Flores

Photography & video

Marketing collateral

Visual style guide

Page from the visual style guide

Jul

2014

Brand Identity | Galaxy Wear Unlimited

A visual identity for a hand-painted apparel brand designed to match the individuality of the products themselves.

Challenge

Build a brand system for one-of-a-kind apparel without diluting the uniqueness that defines each piece.

Insight

The product already carried strong visual identity. The role of branding was not to compete with it, but to create a consistent framework that could hold its variation.

Strategy

Galaxy Wear creates one-of-a-kind apparel and accessories, and the goal was to translate their bold, artistic personality into a cohesive brand. I partnered with copywriter Molly Phillips to define the visual and narrative language, exploring how photography, video, and illustrative elements could tell the brand’s story and appeal to people who want to stand out.

Experience

I developed logos and icons, established clear guidelines for their use, and concepted a consistent aesthetic for all visual assets. I also directed and produced video and photo shoots to bring the brand to life, ensuring every element reflected the energy, style, and individuality of Galaxy Wear.

Impact

The final identity presents Galaxy Wear as a confident, street-savvy brand that resonates with its audience and stands apart in the apparel market. The collaboration resulted in a cohesive visual language that highlights the brand’s creativity, individuality, and bold personality.

Creative Director: JP Flores

Galaxy Wear | About Us

Discover something original

Galaxy Wear Apparel & Accessories is unique like you. Our inspiration knows no bounds. Inspired by space, we design tees, tanks and totes for urban adventures. The result is something vivid that cannot be replicated and style that will not be ignored.

Every item is hand-painted by us. By putting on a piece of Galaxy Wear, you embrace individuality. Use them as the focal point or accent in your look. Either way you’ll find–original looks good on you.