First Principles Clothing is an emerging sustainable apparel brand built around a commitment to quality, natural fabrics, and responsible domestic manufacturing, making garments that honor craft, community, and care for people and the planet. I worked closely with the founder to build a visual identity rooted in the brand’s principles of handmade quality, natural materials, and a rejection of fast fashion and AI-driven aesthetics. This included designing the primary logo and its variations, defining a color palette and visual identity system, creating brand guidelines, custom illustrations, clothing tags and print materials, and leading the design of their Squarespace website to ensure the brand’s ethos translated seamlessly online and in physical touchpoints. The visual language I developed reflects the brand’s thoughtful, craft-oriented philosophy , visually reinforcing their commitment to natural fabrics and meaningful clothing that tells a story rather than chasing trends.

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