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Primary Lettermark

Embodies the intersection of warmth and street grit.
Designed as familiar yet bold, symbolizing connection and community.
Serves as an emblem of togetherness influenced by the city’s energy.

Typography

Gotham Bold chosen as the primary logotype for its clean, geometric forms that balance confidence with accessibility.
The bold weight conveys raw urban edge, while the structure ensures a sense of approachability and warmth.

Lockups

Two lockup options developed to allow for flexible brand application across apparel, posters, and campaigns.

Supporting Graphics

Graphic 1

Graphic 2

Graphic 3

Print

Visual narrative Spring '25 collection drop

Hug Your Friends X NYC

Brand Direction+Campaign Design