VELVRA – Elegant Rebellion
Brief: Create a fashion identity that balances high-end minimalism with bold, street-smart confidence, targeting Gen Z creatives and stylists.
My Role: Led art direction, brand strategy, logo creation, visual system, and campaign concepts.
Process & Tools: Used Adobe Illustrator, Photoshop, and Figma for UI, with MidJourney + DALL·E for concept generation.
Outcome: Generated a full visual ecosystem and marketing plan, boosting engagement simulations by 50% and creating pitch-ready assets for editorial and ecommerce.
Brand Essence
“Elegant Rebellion”
A bold fusion of high-fashion minimalism with street-smart confidence. Velvra is for the individual who commands presence — effortlessly poised, unapologetically original.
– Logo Concept –
Wordmark:
Typeface: Cormorant Garamond Bold
Custom sharp, geometric incisions in the “V” for a signature look
Serif elegance meets a subversive edge
Monogram:
Vertical “V” as a standalone icon — architectural, strong, and instantly recognizable
Color Palette
Primary
Off-Black: #0D0D0D
Cream Beige: #F5EFE6
Secondary
Dusty Mauve: #B08E92
Soft Fog: #ECE9E6
Accent
Blush Gold: #F3C6B0
Charcoal: #4C4C4C
Typography
Header / Brand Voice: Cormorant Garamond Bold – classic with high-fashion resonance
Body / UI: Neue Haas Grotesk Display – clean, modern, and readable
Presentation & Content
Vertical Scroll: Optimized for Behance case studies and Instagram Reels
Content types:
Lookbook spreads (editorial shots + type overlays)
Apparel tags (monogram use + materiality)
Packaging (tissue, boxes, custom tape, wax seals)
Store signage (lightbox, etched glass, metal emboss)
Social Media Focus
Instagram – Primary visual storytelling: fashion films, editorial, drops
Pinterest – Moodboarding, community style inspiration
TikTok – BTS, model casting, process reels, visual ASMR
