The IVORY COLLECTION project is a brand transition from a small town traditional business to a more dynamic market, targeting a more vibrant and audacious audience. The brand was founded by brothers who grew up on a snowy mountain and wanted to preserve that essence of their heritage while reaching to a new exciting adventure of the luxury outdoor clothing market. As the sole strategist and designer on the project, I was tasked with defining and communicating this transition through its visual language. To represent their heritage while embracing the modern look that communicates their new vision, I implemented the brand logo mark which is a stamp like illustration of the trees found around their childhood home, as well as the logo type which implements bold strong edges in a custom serif font that illustrates a strong background, but is also minimal and clean so as to communicate the brand's luxurious essence. I also built the visual identity of the brand utilizing natural tones to express its groundedness and simplicity, and embody a clean and stripped down approach to brand collaterals.