MADELEINE BROWN Designer | UI/UX & Experiential Design
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    Curated Wearhouse
    Sensed
    Sunment
    Designing Equity
    Next Level Health Innovations
    What In The World?

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CURATED WEARHOUSE

Visual IdentityCurated Wearhouse is a thrifting business with a modern and polished streetwear style.

Role: Graphic Designer
Client: Eugene Brinkley
Tools: Adobe Illustrator & Express 
Deliverables: Logo, Typography, Color Palette




Overview: I developed the visual identity for Curated Wearhouse to reflect the founder’s vision for a modern, polished streetwear brand. The goal was to create a system that aligned with contemporary fashion culture and worked consistently across digital and physical touchpoints.




Visual Direction: I began by walking the client through different types of logomarks and typography to help them understand the components of a brand signature. They were drawn to emblem-style logos similar to those used by heritage brands such as Harley-Davidson. From there, I researched emblem logos within the fashion and streetwear space, paying close attention to how shapes and structure can convey identity.
 


Research: I explored current visual trends within the founder’s target audience, primarily men interested in polished streetwear. This included analyzing how contemporary men communicate style through typography, symbols, and layout in social posts. The research helped clarify the visual language commonly used within this space.








Concepts: After reviewing three initial concepts, the client asked to explore a new direction with less visual detail. I shifted toward a more modern interpretation of an emblem while considering how people currently recognize and engage with clothing brands. This fourth concept introduced ideas such as branded tags, a digital wallet-inspired element, and a barcode logo. The client responded positively to this direction.


Design: The barcode concept was selected as the strongest solution. The logo features three horizontal lines above the name and a single smaller line below, forming a clean rectangular shape. The barcode references shopping culture, while the overall form nods to the scale and structure of a warehouse. The variation in line weight reflects the idea of curation, moving from broad selection to refined choice.







The mark is compact and adaptable for use across social media, packaging, and tags. The wordmark is set in Neue Haas Grotesk Display Pro Medium. Its clean geometry and strong legibility complement the structured barcode form and support the brand’s modern, polished tone.


Impact: My client is thrilled with this logo design and is already beginning to market this visual identity on Instagram.
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