graphic design

fitted.

hid.n

freelance work

photography

fitted.

freelance work

fitted.

fitted. is a campus fashion platform I helped found during my freshman year at UW. It was one of my most dedicated undergrad creative projects.

2021 Branding

Original Logo

This is the initial branding I designed for the organization back in 2021. A lot of the design choices made were based on vibes , as my design reasoning capabilities at the time were still in its’ infancy.

A big point of contention regarding the brand type layout was the being off-center, but I justified my design choice as I wanted to refer to the UW’s social media channels logo.

Banner/Sticker Design

2024 Rebrand

For my senior year at UW and the club, I wanted to redesign the club’s visual identity, to better reflect our growth as an organization and my growth as a designer.

The personal guidelines I set out for this rebrand was further emphasis on variation exploration, research and intentional design choices.

The areas of focus for this rebrand were selected based on elements that felt lacking from the original branding I did in my first year:

Typeface
Colors
Accessibility

Brand guideline

Design process

Design justification: Another aspect I wanted to tackle with this rebrand was exploring how to make the logo more precise. I noticed that the old one felt incredibly clunky. We were already utilizing UW’s color so I felt the “UW” suffix for the logo was redundant. But removing the UW suffix only left me with two elements for colors. I had to ask myself, what element would I need to incorporate and how do I incorporate it so that the final logo still fulfil the trichrome color palette?

The solution I found was deptively simple and was already within our organization Instagram handle, fitted.uw

By removing the UW suffix, I was left with

fitted.

Typeface exploration

Testing out different typefaces, I wanted to preserve certain elements from our old branding, such as the italicized font.

I ultimately decided to go with the Author type family for the logo, due to the type’s modern look and a wide selection of font varieties for pairing options.

Logotype Design

Author Variable - Bold Italic

I wanted to adjust the glyphs for further visual consistency

Adjusting the kerning

Readability test

Brand Colors

The 2021 color palette was inconsistent between digital and physical media due to my inexperience with CMYK. However, after working with print to produce tangible deliverables, and further growth as a designer, I understood that the new color palette not only has to maintain our school’s trichrome color palette, but it also has to abide by visual accessibility standards and be production-friendly across all channels.

Design implementation wise, I utilized the 60/30/10 color rule. Although I knew that the rule dictated that the 60% needed to be of neutral color while the 30% was for complimentary colors, I didn’t want to abide so strictly by said rule. So I flipped the colors around, and wanted purple to be the dominant color while cream was the complimentary one.

This was also a good opportunity to turn the full-stop into a branding motif with the remaining 10% for accent colors.

Logo Variation

At the end of the day, I didn’t want to impose a strict brand guideline for the organization. I understood that part of university life was to explore and experiment. I relayed to my team that they are free to experiement with the logotype and do as they please as long as they respect the motif and overall silhoutte, to keep it recognizable, silhoutte wise, across all variations.

One of our club’s audience favorite freebies were our stickers. With our background as a fashion club, I wanted to base it on one of our favorite skater brand, Supreme. Here are some variations I have made based featuring the rebranded design.

Chrome Hearts parody

Halloween version

Beveled Logo version

Promotional Concert sticker

Spring Flea Cherry Blossom Sticker

Sticker variation by one of our members, Safa

creative portfolio

hy-quan tran