Executive Summary
New brand & Website Design
Mind Collective was born as a fashion-forward statement on clarity, chaos, and collective growth. We tapped into the emerging Gen Z demand for fashion that means something.
Streetwear is no longer just about hype — it’s about identity.
Objective 01
New Branding
Mind Collective had a bold vision — to merge streetwear with storytelling — but lacked the brand clarity and design system needed to communicate its purpose effectively. While the core concept was powerful, the identity lacked cohesion, and there was no clear strategy to connect the designs with a larger cultural movement.
To bring this to life, I was brought in to develop a distinctive and scalable brand identity that could hold emotional weight, drive community engagement, and position Mind Collective as more than just apparel — but a platform for self-expression and collective awareness.
Objective 02
Website Design
Mind Collective needed a digital home that reflected the depth and edge of its brand — a place where culture, clothing, and community could collide. The goal was to create an intuitive e-commerce site that didn’t just sell products, but communicated identity, purpose, and movement.
The brand’s bold visual language and story-driven product line required a UI/UX solution that felt raw yet refined, creative yet functional.
Every page — from homepage to cart — was crafted to feel like flipping through a visual journal.
Objective 03
Video Presentation
To reposition Brunch in the City as a visually compelling and culturally relevant brand, I implemented a complete social media overhaul across Instagram and related platforms. This involved curating a cohesive content strategy, introducing a branded grid layout, and designing high-quality visuals that aligned with the new brand identity.
Over a 3-month period of management, this approach led to a measurable 900% growth in engagement and follower count, while establishing a recognizable, scroll-stopping brand presence online.
Strategy and execution
Brand Development Process
The approach was to build a highly visual and memorable identity that evokes energy, youth culture, and premium urban lifestyle. The branding needed to stand out both online and in print, with flexibility for multiple event types.
