Logo Designer • Creative Director • Brand Systems
ELAN RED
Evolving an Existing Identity Into a Brand Ecosystem
I helped reposition a local retail brand into a multi-platform lifestyle brand ecosystem
SCOPE
NEW REDS
Brand Identity • Creative Direction • Event Branding • Editorial Design • Visual Systems
Key Insight
ELAN RED was evolving beyond a traditional retail store into a broader creative and lifestyle brand. The existing identity lacked flexibility across new ventures including events, editorial experiences, and branded activations.
Challenge
The challenge was to create a modern, recognizable visual system that could scale across multiple touchpoints while remaining approachable, fashion-forward, and culturally relevant.
STORY
Before
A one-stop unisex concept store and retail hub for discovering emerging fashion designers, local artisans and lifestyle brands from across Nigeria.
The brand had an established visual presence but lacked a cohesive system capable of supporting expansion into new ventures and experiences.
The objective was to modernize the brand identity, create a scalable logo system, establish consistency across ventures, develop recognizable sub-brand extensions, and build a visual language suitable for editorial, retail, and experiential branding.
Creative Direction
Moodboard
Rather than completely replacing the existing identity, the approach focused on evolving recognizable brand elements into a cleaner and more scalable visual system.
The redesign preserved the brand’s bold red-and-black visual language while introducing:
– refined typography
– stronger hierarchy
– improved flexibility
– modular extensions for future ventures
The result was a system capable of supporting retail, editorial, and experiential applications while maintaining familiarity with the original audience.
Brand System Expansion
Venture Expansions
To support the company’s expansion into new creative ventures, I developed sub-brand identities that maintained visual consistency while allowing each experience to have its own personality.
Brand Architecture
├── RED LINE
Diffusion line / Product Extension
├── RED EDIT
│ Editorial Magazine & Publishing
|── RED SUMMER
Experiential Events | Branding
Campaign System
Powerful Admin Panel
How AI Shaped My Process
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For the People
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CLIENT:
Brooklyn
DATE:
October 26, 2016
PROJECT:
PROJECT: