Swank
brand identity // art direction // video
Identity in Use
Campaign Imagery
Motion
Swank is a self-directed rebrand concept for a vintage and secondhand clothing store in Somerville, Massachusetts. With its mix of students, young professionals, artists, and independent businesses, the neighborhood felt like a natural setting for an identity with plenty of personality.
I drew from the eclectic nature of vintage shopping, using bold, unexpected color combinations, an expressive wordmark, and a decorative frame to make the brand feel playful and distinctive. I balanced those elements with clean, simple typography throughout the rest of the identity to keep it feeling contemporary. From there, I built out the system across packaging, clothing tags, the storefront, and campaign materials.
Environmental Design
I carried the identity across business cards, shopping bags, packaging, and clothing tags, playing with scale and cropping to make the frame work differently across each piece.
For the storefront, I scaled up the frame to create a window graphic, carrying the colors and typography across the signage, windows, and entryway to show how the identity could extend into a physical retail environment.
I wanted the campaign to stop people in their tracks: bright, contrasting outfits and food caught mid-mishap, with the raw, spontaneous feel of flash photography. I developed the art direction, specifying the styling, compositions, and details of each image, then used AI to generate the visuals and designed the campaign layouts.
I directed and filmed a series of playful, offbeat videos to bring the same personality into motion. I kept the actions simple, then reversed and looped the footage to make them feel a little unexpected within Swank’s signature frame.
