G-West - Brand Identity
GWest is a young apparel brand rooted in New York City culture, blending the grittiness of urban life with subversive graphics and distressed elements. The brand's identity reflects the essence of New York in movement, embodying the energy and attitude of the city.
Context
I developed a cohesive brand identity that fused gritty urban aesthetics with bold, subversive wave graphics and distressed decals. This new identity was carried across all brand touchpoints, including apparel design, packaging, and marketing materials, ensuring a consistent representation of the brand’s connection to New York culture.
Solution
I led the entire rebranding process, serving as both the brand identity creator and graphic designer. From conceptualizing the brand’s new visual language to designing the logos, apparel graphics, and marketing assets, I ensured that GWest’s rebrand reflected its bold, gritty roots while appealing to its target audience.
My Role
The goal was to rebrand GWest and create a fresh, authentic visual identity that resonates with New Yorkers and captures the brand’s raw, urban spirit while standing out in a competitive fashion landscape.
Objective
