Cleo + Wolf is a women’s fashion brand rooted in self-expression, spontaneity, and a more instinctive approach to personal style.
My focus was evolving the brand into a more cohesive identity, positioning it at the intersection of country and fashion, while refining its point of view to resonate with a younger, more trend-forward customer. The goal was to create a brand that feels emotionally driven, adaptable, and connected across product, storytelling, and experience.
ROLE: Brand Direction, Visual Identity, Digital Experience, Go-to-Market Launch Strategy
Defining the Brand
Defined a more fashion-led brand identity rooted in freedom, expression, and individuality.
As the brand expanded into a more style-driven space, the focus was on creating a clearer point of view, less defined by category and more driven by mindset.
The direction centered on a sense of movement and possibility, where style feels instinctive rather than prescribed.
The brand was shaped to move fluidly between western influence and modern fashion, creating a point of view that feels expressive, evolving, and slightly untamed.
The Approach
Built a flexible brand system designed to support a more trend-forward, emotionally driven identity while maintaining consistency across touchpoints.
Refined the visual identity to feel more directional and fashion-led
Established a photography language rooted in movement, spontaneity, and mood
Created a system designed to evolve with trends while maintaining a clear point of view
Extended the brand consistently across digital, retail, and campaign environments
Result
A more expressive, fashion-driven brand, designed to evolve with the customer while maintaining a distinct and recognizable point of view.
Visual Guidelines:
A flexible visual system spanning typography, color, and photography, designed to support a more expressive, trend-driven identity while maintaining cohesion across channels.
Digital Experience
We developed a standalone Shopify experience for Cleo + Wolf, positioning the brand as a more independent, fashion-led label.
The digital ecosystem focused on creating a more immersive and editorial experience, allowing product and storytelling to feel more fluid and emotionally driven.
Social content extended this world, capturing a sense of spontaneity and individuality, building a more dynamic and recognizable presence across platforms.
