Uneven

Uneven

Client

Year

A premium fashion brand was brought to life through expressive branding, dynamic visual language and art direction, designed to reflect individuality and the beauty of evolution.

A premium fashion brand was brought to life through expressive branding, dynamic visual language and art direction, designed to reflect individuality and the beauty of evolution.

A premium fashion brand was brought to life through expressive branding, dynamic visual language and art direction, designed to reflect individuality and the beauty of evolution.

Overview

Uneven was developed as a speculative premium fashion brand intended to disrupt traditional design standards within the industry. A comprehensive visual identity system was created to support the brand’s core philosophy: that identity is in constant flux and deserves to be represented without constraint. The branding was executed with a strong emphasis on tension, contrast, and controlled irregularity, aligning design decisions with the brand’s deeper narrative of transformation.

Skills Used

Branding

Advertising

Motion Design

Industry

Fashion

The Challenge

In premium fashion, graphic design conventions often lean toward minimalism, symmetry, and visual restraint. This project posed a dual challenge: first, to reimagine the visual codes of luxury without compromising a sense of sophistication; second, to translate the brand’s abstract values : evolution, fluidity, and multiplicity, into a cohesive and compelling graphic language. Additionally, the challenge required the construction of a brand world that would feel established and competitive within the high-fashion sector, despite being entirely conceptual. Design choices needed to convey credibility and disruption in equal measure.

The Solution

A typographic and visual system was developed to actively reflect imperfection and change. The logo was intentionally imbalanced and has multiple variations to signal movement and nonconformity. A modular grid structure was used to introduce variability across layouts, while still maintaining visual hierarchy and clarity. Typographic pairings were chosen to create contrast, mixing serif and sans-serif styles, weights, and alignments, to visually articulate the brand’s dynamic nature. The images were selectively distorted and collaged to evoke a sense of transformation in the brand’s art direction to reinforce the idea of layered identity. A neutral yet editorial color palette was employed to anchor the brand in the luxury space, while allowing more expressive design elements to stand out. The resulting system was crafted to remain flexible across touchpoints.

The Result

Through graphic design, Uneven’s conceptual ethos was made tangible. A high-end and disruptive brand presence was achieved, challenging the aesthetic conventions of luxury while preserving its aspirational tone. The identity system allowed for both structure and deviation, ensuring consistency while celebrating change. The strategic balance between design experimentation and brand coherence serves as a demonstration of how design can extend beyond aesthetics to embody belief systems, foster emotional resonance, and differentiate brands in saturated markets.