Atypicall started as a personal project where I wanted to explore how contemporary branding can actually function as an emotional membership badge -something that brings real, values-driven communities together through self-expression.
Challenge: Build a brand from scratch in an industry that feels completely exhausting and oversaturated -creating an identity and a strategy that doesn't just grab a second of attention, but actually turns that spark into real, long-term loyalty on the streets and online.
The Results: Built a scalable brand system spanning 20+ touchpoints, demonstrating consistency across print, digital, apparel, and social media.
Client: Independent Project
Deliverables:
- Complete brand identity system (logo, typography, color palette, visual guidelines)
- Campaign concept and art direction
- Out-of-home advertising and printed posters
- Social media assets (posts, stories, reels)
- Merchandise and branded materials
- Campaign concept and art direction
- Out-of-home advertising and printed posters
- Social media assets (posts, stories, reels)
- Merchandise and branded materials
Year: 2025
Role:
•Brand Strategy • Naming • Visual Identity • Art Direction • Graphic Design • Motion Design
The Street Strategy: Planting the Seed
Before dropping any actual clothing, I wanted to spark a genuine sense of curiosity out there in the real world -making people stop in their tracks and wonder, what the hell is this? I wanted to connect directly with the raw emotions of everyone just walking, living, and breathing the city every single day. So, before a single product was ever sold, we plastered unexpected public spaces with weird, slightly irreverent, and thought-provoking posters. Everything was designed to catch you off guard and start a real conversation before anyone even knew it was a brand.
Billboard
Out-of-Home Poster
Out-of-Home Poster
Out-of-Home Sticker
Out-of-Home Poster
Out-of-Home Poster
The Visual Identity: Finding Beauty in the Imperfect
Let’s be real -when you look around, where do all the people who just don't fit in actually go? I kept thinking about human vulnerability, our weird quirks, our messiness, and how hard it is to genuinely socialize and find your tribe in a world obsessed with looking polished and perfect. That’s why Atypicall had to be different. This isn't about selling clothes; it’s about making a piece of clothing that acts as a signal for our own. We use things like raw, shaky hand-drawn logo lines, unpolished and weirdly natural photography, and brutally honest phrases nobody else dares to say out loud. When you wear these pieces, it's a silent nod. It's just a way of walking down the street and letting the others know: hey, you belong here, with us.
Brand Film
From Words to Symbols: Building Our Visual Language
When words just aren't enough, they turn into symbols. That's why this whole graphic universe merges text with shaky, hand-drawn icons that lean all the way into raw vulnerability. These motifs aren't just there to look pretty -every single one carries a real meaning. Think of a broken egg whispering we break in many ways, a sun wearing sunglasses, or a fragile, drooping flower. These imperfect little marks act as a secret code between us, proving that our messy flaws are actually badges of our shared humanity.
From the Streets to the Screen: Taking It Digital
Taking that raw energy from the streets and bringing it online wasn't just about moving to a new platform—it was about creating a bridge. This is where everything starts to click. People who stopped to stare at a weird poster in the city finally run into the digital space and realize, oh, this is what it’s actually about.
While the street campaign planted the seed, social media lets us dive deeper into the story without losing our edge. The photos, colors, and our entire voice breathe that same raw air -turning a quick glance on the sidewalk into an ongoing connection right on your screen.
Instagram Grid Preview
Feed Post
Feed Post
The Spot: Our Physical Hub
A community can't really exist if there's nowhere to actually gather and share space. That’s why The Spot isn't just another traditional retail store -it’s a physical anchor built for us. It’s a living, breathing hub where you can just hang out, play a game of ping-pong, or join activities designed to bring people closer together. We’ve even set up things like a big screen where we project those raw, anonymous messages you send in -the things you never allowed yourself to say out loud to someone else. It’s a safe space to feel seen and let your guard down, but with one twist: this is also where you can grab our merch and actually wear the brand.
Storefront Entrance
El Spot: Feed Post
El Spot: Feed Post
El Spot: Feed Post
The Core: Our Manifesto
Just when everything starts falling into place across the streets, screens, and spaces, this manifesto brings it all together to tie every single piece of the universe into one single voice.
Brand Manifesto
We are what remains when the noise fades away.
We are the glances that understand without words.
The pauses. The unanswered questions.
The comfortable silence.
The emotion that doesn't wear a disguise.
We want to connect.
We are refuge and complicity.
Welcome.
To this place built to feel differently.
We are the ones who are here.
And here are the ones we are.
Project Recap Video
