Second Story is a secondhand clothing store with a city soul. The brief was simple: a logo, a swing tag, and anything that would bring it to life. 

The color palette was the biggest puzzle. I knew I wanted something retro, a little Hannah Montana energy but make it cooler, less pink. I landed on purple, orange and lime green, three colors that had no business working together. Getting them to pop without clashing took more rounds than expected. But when it clicked? It really clicked. 

I wanted to push my portfolio into bolder, more illustrated territory. Most of my previous logos were wordmarks, clean, safe, typographic. Second Story was the project to change that.

For the character I went back and forth, a frog felt obvious. Then I came across a cute gecko drawing and immediately thought "wait, this is it." Add a cowboy hat, some folk art florals, an arch, and suddenly it felt like something real.

A logo built in roughly 24 hours. Bold, retro, colorful, but somehow still modern. The kind of logo you'd actually want on a tote bag or a t-shirt.

Which is exactly what happened.