Shopping local often means hopping from place to place. But what if the best of St. Louis could be found under one roof? Swirl is reimagining how locals shop by bringing together a vibrant mix of brands, artists, and makers in one dynamic pop-up experience. It’s more than shopping, it’s a celebration of creativity, community, and the swirl of possibilities when local talent comes together.

a brand identity that truly pops. From concept to complete visual identity, swirly patterns and mockups, Swirl’s brand was built to spin heads.

The Swirl logo is a fully custom, hand-drawn wordmark designed to capture the brand’s playful, artistic spirit. The playful, flowing letterforms feel like they’re moving, almost swirling into place, giving the logo a natural, organic vibe. Every curve and wave is designed to bring a sense of rhythm and energy, making it feel full of life.

It’s a little vintage, a little modern, and totally unique, just like Swirl itself ✨

for Swirl was creating a color palette that could bring together a wide range of styles under one roof. The brands involved were all so different, urban streetwear, alternative and goth aesthetics, women’s and men’s clothing, and the palette needed to work for everyone without feeling too retro or too safe. It had to feel bold and urban, but also flexible enough to let each brand’s personality shine.

To solve this, we focused on colors that felt vibrant and grounded at the same time. To add flexibility, I introduced monochromatic shades for each primary color, giving the brand a spectrum of tones to work with. These variations allow for creative freedom while staying true to Swirl’s identity.