Innovoke Clothing
The Client
Innovoke is a New York–based streetwear retailer launched in 2020. The brand already had product stock printed with the existing logo and tagline, meaning brand identity changes needed to clarify, not replace, the core visual identity. Marketing activity needed to restart with a clearer message and stronger visual direction.
Year
2024
Client
Innovoke Clothing
Services
BRANDING, DIGITAL, PHOTOGRAPHY / VIDEOGRAPHY, PRINT, SOCIAL, WEBSITE DESIGN / BUILD
No items found.
DELIVERABLES
1
Comprehensive brand guidelines
28
28-page eCommerce website
800+
Product and lifestyle photographs
43+
43+ social content pieces (video + photo + post writing and scheduling)
1
Brand art direction and marketing strategy support
THE PROBLEM
The brand’s name, logo, and tagline were confusing to customers, but could not be redesigned due to existing inventory. Additionally, the business lacked: A clear brand message and values A cohesive visual identity A website built for conversion and SEO Consistent content for social and launch marketing The challenge was to strengthen and clarify the brand while working within the constraints of existing product designs.
MY SOLUTION
I redesigned the brand’s visual and verbal identity while keeping the original logo in place, and created a full suite of assets to support relaunch and ongoing marketing.
Brand Identity Development
- Conducted competitor, user, and trend research
- Defined brand values, tone of voice, and personality
- Created colour palette, typography system, and graphic elements
- Developed visual and messaging themes from the brand’s retro nostalgia reference points
Photography & Content Direction
- Defined brand photography style and led shoots to create a consistent visual library
- Produced 800+ professional product and lifestyle photos
Website & Launch
- Designed and built a 28-page eCommerce website in Webflow (SEO-optimised, conversion-focused)
- Wrote key messaging and product/collection copy using SEO keyword research
- Created 43+ pieces of social content (photo and video) for coordinated Instagram relaunch
- Worked with the founder to align storytelling and positioning for ongoing brand development
Delivered
- Full brand guidelines
- 28-page eCommerce website
- 800+ product and lifestyle photographs
- 43+ social content pieces
- Brand art direction and marketing strategy support
Tools Used
Photoshop · Illustrator · InDesign · Lightroom · Figma · Webflow · Relume · UberSuggest · Premiere Pro
Canon 6D Mark II + 35mm Sigma · iPhone 13 Pro
