The Coven is a collaborative community and co-working space designed with women and non-binary folks in mind.
It is inspired by the magic that happens when strong women come together for a common cause. The design of the branding and art direction of the space itself was is wrapped up in lore, vitality, and a proudly femme aesthetic.
The first thing one notices when walking into the space is the Witchin Women Mural that I designed. Featuring over 50 badass women throughout history who have one way or another taken a stance or shattered glass ceilings and of course, been villanized for doing just that.
The mark I design has a multitude of meanings. I knew early on that the Coven's identity should be an outlined mark, which could also be looked at as hollow- a space to be filled.
The V is an upside witch's hat and also a variation on the female V symbol. The connected O and E becomes a key icon when flipped, again alluding to a space to be unlocked but also the tool to open up new opportunies and enlightenment.
Patterns made out the V and Key icons are used throughout the space in all of printed and social materials.
Yes, that is Ilhan Omar giving a speech in front of her likeness on the mural.
DESIGN & DIRECTION
Designed all PR materials and general branding. I also had the pleasure to solely direct the PSA that aired on local Minneapolis television and pre-movie trailer commercials.
FIRST AVE GTVO
L+L design are the talented duo behind the 2018 rebrand of My Sister, a streetwear brand aimed at ending sex trafficking and exploitation.
I spent two months in the position as Head Art Director of the streetwear brand where I designed assets for digital, social, experiential pop-ups and merchandise.