Quick Summary / TLDR
➡️ Problem: As a new fashion startup entering a crowded market, Water&Gold needed a clear, memorable brand identity to stand out.
➡️ Role: I led the creative strategy, designed the logotypes and brand system, and defined the photography and visual direction.
➡️ Solution: Created a bold logotype featuring a water-drop ampersand, a foundational brand guide, and a waitlist landing page.
➡️ Impact: The new identity earned strong feedback and gave the brand a solid creative foundation, setting it up for launch and long-term recognition.
Keep reading to see how it all came together.
Intro / Background
Water&Gold, a new urban clothing and footwear brand, was preparing to launch into an already packed streetwear market, but without a clear identity. The founder needed a creative partner to help shape his vision into something distinctive and scalable.
Having worked with him before, I already understood his style and goals. That trust gave me the space to take a creative lead and move fast. For many founders, handing over creative control can be tough. But here, it turned into a true partnership. It became one built on collaboration, clarity, and a shared desire to make something authentic.
This case study explores a simple question:
Can thoughtful brand design be the difference between blending in and building a lasting presence?
Can thoughtful brand design be the difference between blending in and building a lasting presence?
The Problem
Breaking into fashion is never easy. It's especially difficult in streetwear, where visual identity and authenticity are everything. Water&Gold needed a brand that could look at home next to bigger players while still feeling original and grounded.
The key challenges or pain points were:
❌ No brand identity: The company had no logo, color system, or creative direction.
❌ Crowded market: Competing against established brands required a sharp visual story and confident tone.
❌ Scaling risk: Without brand guidelines, early growth could lead to inconsistent design and messaging.
❌ Undefined photography style: Strong visual storytelling is critical in apparel, but no style or direction has been established.
❌ Crowded market: Competing against established brands required a sharp visual story and confident tone.
❌ Scaling risk: Without brand guidelines, early growth could lead to inconsistent design and messaging.
❌ Undefined photography style: Strong visual storytelling is critical in apparel, but no style or direction has been established.
My Role
➡ Defined brand tone, positioning, and visual strategy
➡ Designed primary and alternate logotypes for different formats
➡ Created a lean brand guideline covering typography, color, and logo use
➡ Directed photography mood and lighting for authentic, street-level storytelling
➡ Designed supporting digital assets, including a waitlist landing page
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat, WordPress
➡ Designed primary and alternate logotypes for different formats
➡ Created a lean brand guideline covering typography, color, and logo use
➡ Directed photography mood and lighting for authentic, street-level storytelling
➡ Designed supporting digital assets, including a waitlist landing page
➡ Tools used: Photoshop, Illustrator, InDesign, Acrobat, WordPress
Final Water&Gold logotype designs:
Primary horizontal format and a secondary or alternate square/1:1 format for smaller spaces and social media accounts
Primary horizontal format and a secondary or alternate square/1:1 format for smaller spaces and social media accounts
Challenges + Learnings
One of the first challenges was translating the founder’s passion into a system that felt genuine and future-ready. Because he trusted my process, I was able to take creative risks early. It allowed me to explore how the logo could adapt across packaging, apparel, and digital platforms without losing its strength or clarity.
The logo evolved into a wordmark built around an ampersand shaped like a water droplet. It was a subtle but memorable detail that carried meaning in both name and form. I also created an alternate orientation to ensure consistency across use cases, from clothing tags to social media.
Another key piece was photography. From the start, I emphasized the need for real environments and natural light. I envisioned photos that felt lived-in, not staged. Setting that tone early helped avoid mismatched visuals as the brand grew.
A big takeaway from this project was learning when to stop. For a startup, overbuilding a brand system too soon can be a trap. Instead, I focused on providing flexible tools that included a clean logo system, simple guidelines, and a clear visual point of view that could scale later as the company evolved.
Impact + Results
✅ Delivered a flexible logo system adaptable across print, digital, and apparel
✅ Established brand guidelines for consistent storytelling and growth
✅ Defined a photography style that aligned with streetwear authenticity
✅ Strengthened the founder’s confidence and credibility in early pitches
✅ Received highly positive feedback from client and stakeholders
✅ Established brand guidelines for consistent storytelling and growth
✅ Defined a photography style that aligned with streetwear authenticity
✅ Strengthened the founder’s confidence and credibility in early pitches
✅ Received highly positive feedback from client and stakeholders
Industry benchmarks that reinforce this approach:
✅ Consistent branding across channels can increase revenue by up to 23% (Lucidpress)
✅ 82% of investors cite brand strength as a key factor in funding decisions (Entrepreneur)
✅ A distinct visual identity can boost brand recognition by 80% in crowded markets (Reboot survey)
✅ 82% of investors cite brand strength as a key factor in funding decisions (Entrepreneur)
✅ A distinct visual identity can boost brand recognition by 80% in crowded markets (Reboot survey)
Interested? Let’s connect.
