Overview

DSRT is a self-initiated fashion identity exploring contrast, restraint and a minimal product-led brand system.

The problem

The concept needed to feel distinctive without relying on overdesigned fashion clichés. The visual system had to be simple enough to scale across apparel, campaigns and brand guidelines.

Solution

The final direction created a restrained, recognisable fashion concept with strong contrast, simple brand rules and clear product application potential.

Reflection

This project shows my ability to build a brand from concept to visual system, including identity, application, styling and rollout logic.

My role

• Brand concept
• Logo and identity direction
• Visual system
• Apparel direction
• Brand guidelines
• Art direction

What I did

• Developed the core identity direction
• Built a minimal contrast-led visual system
• Explored apparel and product applications
• Created brand guideline content
• Developed campaign and visual direction
• Applied the identity across mockups and brand assets