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a lot of what gives a brand character lives in the little details.
some favourites from Yield
Great work, Lucie!!
The micro-details are always where brand character lives subtle grid alignments and tactile typography choices give visual systems real longevity.
Great design instinct.
Nice branding images
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AMSW — Brand Art Direction & Visual Identity
A visual direction developed for AMSW, combining premium sportswear with a dark, minimal, and performance-driven aesthetic.
The concept focuses on discipline, intensity, and controlled energy, using cinematic photography, deep blacks, cool blue tones, bold negative space, and minimal typography to create a strong and recognizable visual language.
I developed the art direction across campaign imagery, brand compositions, typography, logo applications, and lifestyle visuals, with the goal of creating a premium identity that can translate across apparel, digital content, packaging, and future collections.
Role: Art Direction · Graphic Design · Brand Identity · Visual Direction · Campaign Design
Tools: Adobe Photoshop · Illustrator
Is this made with AI?
Amazing attention to detail! The gold foil effect looks so luxurious.
Exploring the visual mood for a new brand identity. Which direction feels more distinctive and has more potential to grow into a recognizable brand system?
2 voted
40%
3 voted
60%
5 votes
Closed
Fluid is actually more easy to eyes ⭐ also because it have gradient colour, to be good second one needs less contrasting colours