New to Culture is a clothing brand centered around tote bags that carry both utility and cultural storytelling. My role was to design the brand identity and create a digital presence through a modern, minimal web experience that reflects the brand’s values.

New to Culture (NTC) is a clothing brand that focuses on tote bags as a canvas for cultural expression. My role in this project was to craft the brand’s identity and translate it into a strong digital presence. From the start, the goal was to build a brand system that feels approachable, contemporary, and reflective of the values behind NTC.

The branding process involved creating a logo that is versatile enough to live on physical products, packaging, and digital spaces. Paired with a curated color palette and typography system, the identity provides a consistent voice that helps NTC stand out in the competitive streetwear and independent fashion space.

Once the brand foundation was established, I extended the work into web design. The website was designed to showcase the tote bags as more than just products, but as storytelling pieces connected to culture and lifestyle. The site emphasizes clean navigation, strong product imagery, and a balance of commerce with narrative. Key design choices included bold typography for clarity, a neutral but flexible color system, and layouts that put the products at the forefront.

This project demonstrates my ability to create a full branding system and carry it seamlessly into digital design. It highlights the importance of aligning brand identity with user experience so that every touchpoint communicates the same story.

Logo and Visual Identity: Designed a clean and versatile logo system that balances simplicity with cultural resonance.

Typography and Color Palette: Selected typefaces and a color system that feel contemporary while highlighting the brand’s roots in community and self-expression.

Web Design: Developed a user-friendly website layout emphasizing product display, storytelling, and smooth navigation.

Brand Consistency: Ensured cohesive alignment between digital and physical touchpoints so the online presence mirrored the look and feel of the physical products.

Research and Discovery: Studied streetwear and independent fashion brands to identify positioning opportunities for NTC.

Identity Development: Sketched logo concepts and refined them into a bold, scalable mark that could adapt across packaging, tags, and web.

UI/UX Design: Designed wireframes and high-fidelity mockups for the website, focusing on an easy shopping flow and storytelling elements that highlight the brand’s ethos.

Implementation: Translated the visual identity into a responsive, polished web design with consistent typography, imagery, and color.