Overview

H. Lorenzo is an avante-garde multi-label fashion retailer operating five boutiques in the Los Angeles area, specializing in unique artisanal Japanese and European designers for men and women.

Motion Montage

H.Lorenzo Rebrand

I have a passion for fashion and aspire to integrate my abilities and taste in the design field into the realm of fashion. With this goal in mind, I've set my sights on H. Lorenzo, an avant-garde multi-label fashion retailer in LA. Through this rebranding project, I aim to inject boldness into the brand's style and explore new possibilities within the avant-garde movement. My objective is to define a unique attitude distinct from competitors and propel H. Lorenzo into an experimental future.

Mission Statement

Make the style bold, and explore more possibilities of avant-garde. Determine the unique attitude that is different from competitors and lead H. Lorenzo into an experimental future.

01

Create a powerful visual system that can demonstrate the brand and the attitude of the target audiences.

02

Push the avant-garde feeling that is hidden now.

03

Improve and create social media content that fits better to the

fashion goods H. Lorenzo's selling.

04

Improve overall visual system legibility.

Rebrand Goals

Tagline

Logo

Graphic Elements

Poster & Environmental

Website & App

Deliverable

Installation & Generative Coding

Going beyond traditional design methods, I explored innovative techniques such as using MadMapper and coding to create avant-garde experiences. Fabric silhouettes were cut from white fabrics and utilized as canvases for projections. Real-time human motion capture, facilitated by coding and a webcam, transformed captured motion into fabric textures projected onto the ground.