NMALU

Industry: Personal Clothing Brand

Created for NMALU, this identity was designed for a New Jersey apparel brand merging streetwear, prep, and luxury into a refined everyday aesthetic. The brand direction was shaped by themes of family, quality, and cultural style, with the goal of building a scalable ready-to-wear presence.

Process & Exploration

Sketch exploration produced multiple directions before refinement. Concepts were reduced to their most essential forms, prioritizing clarity and functional performance.

Refinement

Sketch exploration produced multiple directions before refinement. Concepts were reduced to their most essential forms, prioritizing clarity and functional performance.

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Following the completion of the wordmark, the client requested an accompanying icon after responding strongly to the final direction. Although I do not often develop a standalone symbol after resolving the primary mark, this was a meaningful exception. Since “Swan” was a nickname associated with him, I designed a swan icon using the same grid structure and formal language established in the wordmark, creating a cohesive extension of the identity.

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