Your Own Uniform

This Toronto startup is empowering individuals in the LGBTQIA2S+ community through their journey of self-discovery and expression. I worked with Your Own Uniform (Y.O.U.) to create a full brand identity championing authenticity, safety, and inclusiveness through personalized styling.

The project included strategic positioning and the rollout of a company style guide, website, brand assets, social media channels, and promotional materials. I'm proud that this foundational work helped to style one of the most stylish people I know as they work to uplift confidence within marginalized identities.

You know when you stare at something for too long and your eyes start to glaze over to the point where you feel like you’re dislodged in time and/or space? Well, that wasn’t the case for Y.O.U., where engagement with the project, client, and purpose were the driving factors.

I had the opportunity to blend strategy, creative direction, and design into something that has lasting resonance for a community we truly champion. This is work I love to do, and it was a delight to bring the brand’s values into such a transformative, impactful design system.