VITAE Fashion
Showcase Branding

Branding & Visual Identity for a Fashion Showcase

Project Overview

Role

Tools

Duration

Branding + Visual Identity Design

Illustrator, Figma

Around 6 months

Goal

For this project I worked with a team of designers to create a cohesive visual identity for the ACC Spring Fashion Showcase 2026 Vitae. Our goal was to create a brand that brought the showcase together, increased engagement, and built excitement around the event.

Initial Brand Concept

The original concept explored identity, individuality, and human expression through flowing organic forms, the initial visual direction leaned into a more expressive aesthetic.

Established Brand Identity

Evolving the Brand Direction

Shifting the identity to better align with audience and context

updated moodboard

The cohort preferred a more modern/editorial approach

The team refined the identity toward minimalism

The typography and white space became more dominant

The fingerprint shifted into a supporting system element

Overall Balance & Feel

Color Palette: The cool palette creates a sophisticated, boutique feel that signals premium quality and artistic authority.

Luxury Buffer: Large areas of negative space are used to elevate the content.

Hierarchy: Space is used intentionally to drive the eye toward the center of the messaging, ensuring the "VITAE" branding is the primary focal point.

Typography: A high-contrast modern serif is used for titles mimicking fashion mastheads (like Vogue), communicating sophistication. While a clean, geometric is used for functional details to ensure maximum legibility.