OFF THE BLVD
FASHION BRAND
The Challenge
Off The BLVD, a Philadelphia fashion house, set out to merge high-end allure with everyday essentials. The brand needed an identity that could live in both worlds at once — aspirational enough to feel luxury, approachable enough to feel wearable — without losing itself in either.
The Approach
I built the identity around that dual essence. The logo — a sleek, modern serif "BLVD" that folds into itself — anchors a flexible system of logos, icons, and wordmarks. A refined palette of deep green, marble black, and gold yellow delivers elegance with bold contrast, while two typefaces (a "Luxury" serif and a "Brooklyn" sans) let the brand shift between high-end and street with ease.
Scope of Work
-
Brand identity & logo system (primary mark, icons, wordmarks)
-
Custom monogram ("BLVD" folded into itself)
-
Color palette & dual typography system
-
Packaging & product design — premium boxes and embossed detailing
-
Brand application & mockups across product and print
The Result
A sophisticated, unified identity that captures Off The BLVD's dual nature — luxury and practicality in one — brought to life through chic packaging and refined product design with timeless, elevated appeal.
