Elevating RAD-X: A Strategic Fashion Identity
Ojo Oyewole
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Posted May 14, 2025
Developed a cohesive brand identity for RAD-X, enhancing recognition and product engagement.
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Timeline
Oct 14, 2023 - Oct 27, 2023
Elevating RAD-X: A Strategic Fashion Identity for Multi-Brand Retail
3 min read
·
Apr 29, 2025
Brand Background
RAD-X is a fashion retail store that offers both its own in-house collections and a curated selection of third-party brands. The brand was developed to feel premium yet accessible, appealing to modern shoppers who value both exclusivity and variety.
Design Challenge
The core challenge was to create a cohesive identity that visually unites a hybrid inventory — balancing RAD-X’s own brand with external labels — while maintaining a stylish and fresh aesthetic suitable for a dynamic fashion market.
Target Audience
The primary audience consists of Gen Z and Millennial consumers who are highly visual, trend-aware, and drawn to clean, modern branding. They appreciate curated fashion experiences and expect digital-first, aesthetically cohesive brand environments.
Color Strategy
A calm, muted color palette was selected to evoke elegance, trust, and balance.
#6C6B70 (charcoal gray) was used for core elements like typography and logo accents, ensuring visual strength.#E1E6E9 (pale silver) created a soft, neutral background ideal for product highlighting.#BBCDD1 (soft slate blue) was applied to interactive elements for a refined, inviting touch.#707E89 (steel blue) distinguished RAD-X’s proprietary products, helping guide user attention and promote the in-house line.This palette ensures both readability and emotional consistency across all applications, from the website to packaging.
Results & Impact
Applications of the brand identity across website mockups, product packaging, and signage showcased strong visual cohesion. Post-launch feedback indicated increased brand recognition, with users specifically noting the clean, “premium but friendly” design. Engagement with RAD-X’s own products rose significantly, supported by the clear visual and verbal distinction in the shopping experience.
Conclusion
The RAD-X brand identity successfully merges curated retail and proprietary fashion into a single, cohesive system. Through thoughtful use of muted colors, clean typography, and an inviting tone, RAD-X now stands out as a contemporary fashion destination. The system is flexible and future-proof, allowing the brand to grow without losing clarity or character.