Case study

Innovoke Clothing

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.

Innovoke website pages: “Drop in. Amp up.”

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.

The brand’s name, logo, and tagline were confusing to customers, but could not be redesigned due to existing inventory.

Innovoke social content on a row of phones

The problem

The brand’s name, logo, and tagline were confusing to customers, but could not be redesigned due to existing inventory. The challenge was to strengthen and clarify the brand while working within the constraints of existing product designs.

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

My solution

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

Tools

Photography

Shooting the relaunch

I defined the brand’s photography style and led the shoots to build a consistent visual library — 800+ professional product and lifestyle photos, shot on a Canon 6D Mark II with a 35mm Sigma.