BLVD.
Line Development Studio
As a line development simulation, we were challenged to create and develop an 8-look high performance collection, and corresponding brand out of cotton materials through the strategic use of cotton finishes and construction techniques. My team and I developed BLVD, a high performance cycling brand that is focused on retailing a wardrobe that works on and off the bike. The brand concept was inspired by the city of Richmond and the strong bike culture within it. The unique energy of Richmond was an important part of our brand as well; we wanted to make sure that elements of the city, like its historic brickwork and graphic art, were present throughout our visual narrative.
As a part of the team, I took on the roles of art director and branding manager. In these roles I was responsible for conceptualizing the brand's identity through logo development, creation of touch points, and establishing the aesthetic tone of our collection. Additionally, I managed and edited all decisions logistically and creatively to ensure brand continuity.
Brand Mood Board
Brand Logo
The logo was inspired by the graffiti art that lines the streets of Richmond. Like the graffiti, the logo was created to tag our products and to be an identifier of both our products and persona.
The additional touch points like the garment tags, garment trims, and store layout were constructed with our customer in mind and to establish the BLVD experience.
In competition with four other groups, our brand concept work and strategy won our group a Cotton Works educational scholarship.
Store Layout
Branded Trims for the Collection
Internal Garment Tag
Garment Hang Tags