Even before the name, the project began with the idea of creating a world that was very reflective of contemporary culture and the evolving streetwear scene of the country. We were appointed to design the entire visual identity and set a creative direction and baritone for the brand. The brief was to create a world of bold expressions—explicit, unapologetic, and free from any gender norms. The conception of the project was all about stirring up a conversation, which is how the name, patterns, and bold choice of colors came into play. The typography, reprentative of the brand’s language, that isn’t tied down by strict guidelines. This naturally set the road map for the stylization of photoshoots, videography, and overall creative direction for the brand.