Building a Consistent Brand Across Every Touchpoint.

TAIL ACTIVEWEAR

Overview

  • 11+ years

  • In-house Graphic Designer & Photographer

  • Fashion / E-commerce

A modern blue yacht cruising on calm ocean water under a clear sky.

The Challenge

Tail wasn't one project. It was a brand that needed to feel consistent across catalogs, e-commerce, retail, email, advertising, and photography.

Logo for Brezzo with stylized black and pink design.

Brand Design

  • Commercial Photography

  • Art Direction

  • Campaign Design

  • Catalog Design

  • Email Marketing

  • Retouch Direction

  • Production

Close-up of two women with short hair, one with platinum blonde hair and the other with black hair, hugging each other and looking into the camera.
Young woman with dark wavy hair wearing a white polka dot dress, standing against a yellow background, holding a large green coconut with a straw.
A woman with curly hair and a big smile wearing a crochet bikini top and jewelry, enjoying time on a boat with a netting backdrop and ocean in the background.
A woman playing pickleball on an outdoor court, lunging forward with a paddle, preparing to hit a small white ball, wearing sportswear and sneakers.

Logo Design Exploration

A branding style guide page for the Breezo logo, showing color palette, exclusion zones, and size specifications, with navy, coral, black, and white colors listed.

  • Chose a modern grotesque typeface for structure, paired with a lightweight serif accent.

  • Oceanic palette: cool navy, off-white, and a hint of sky blue for freshness.

Typography & Color System

Typography style guide showing font name 'Gotham' and variations in font weights including black, bold, and book.

  • Mocked up packaging, social media frames, and boat-side decals.

  • Provided a flexible system with stacked and horizontal logo variations, visual rules, and mockups for investor pitch decks.

Applications & Visual System

Three colorful brochures with the word 'Breeze' printed on them, standing vertically on a blue background with pink and blue diagonal sections.
Three business cards for Breezo, featuring a dark navy background, light blue background, and a gradient blue and red background, each with the Breezo logo and a name card for Kim Boxer with contact information.
White baseball cap with a blue and red logo on the front, placed on a white surface against a light gray background.

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