REO

The brand needed to communicate affordability and accessibility while still feeling fashionable, youthful, and culturally relevant. The identity had to be flexible enough to work across clothing, digital platforms, campaigns, packaging, and future brand touchpoints. The challenge was therefore not simply to create an attractive logo, but to build a visual system capable of growing with a rapidly evolving fashion brand.

I explored contemporary Gen Z fashion brands, fast-fashion communication, youth culture, social-first branding, streetwear aesthetics, colour psychology, typography, and digital fashion campaigns. Bright green became a key creative decision, giving the identity a distinctive visual signature that could work strongly across digital and physical applications while creating immediate brand recognition.

I developed the brand from the initial client brief through to the complete visual identity. My responsibilities included creative direction, brand concept, logo creation, typography, colour strategy, graphic language, visual applications, and overall brand design. The final identity was built to give REO Fashion a bold, youthful, accessible, and instantly recognisable visual presence — ready to connect with the next generation of fashion consumers.