CLIENT:
SOFT FEMME
YEAR:
2018-2020
EXPERIENCE:
ART DIRECTION, ILLUSTRATION, BRANDING
Soft
Femme
about.
Soft Femmme was born from a deeply personal creative journey—“An Illustration a Day”, a therapeutic illustration project that evolved into an online community and, eventually, a brand with a dedicated shop featuring my designs. Rooted in the belief that softness is not weakness, Soft Femmme embraces femininity in all its forms, challenging the notion that power lies in detachment.
As the Creative Director, I was responsible for shaping every aspect of the brand, from illustrating and directing photo shoots to designing the logo, developing marketing materials, and crafting a seamless online experience.
challenge.
In a patriarchal society that often equates strength with hardness, Soft Femmme sought to create a space where emotion, vulnerability, and softness are seen as powerful. The brand’s visual identity needed to reflect this ethos—delicate yet bold, minimal yet expressive. The challenge was to design a cohesive system that balanced these contrasts while maintaining a strong presence in the fashion space.
To translate Soft Femmme’s philosophy into a compelling visual identity, I developed a design system that embodies both strength and sentimentality:
Intentional Minimalism: Designed a logo and brand elements that are understated yet impactful, reflecting the balance between tenderness and boldness.
Editorial Typography: Chose refined, high-contrast typefaces that exude confidence while maintaining a soft, poetic quality.
Muted & Monochrome Palette: Created a color system that allows the apparel and illustrations to take center stage while reinforcing the brand’s quiet strength.
Illustration-Led Branding: Integrated my hand-drawn illustrations as a central visual element, making each piece feel personal and art-driven.
Curated Photography Direction: Led and directed photo shoots that captured Soft Femmme’s essence—effortlessly raw, intimate, and empowering.
results.
Soft Femmme established itself as more than just a brand—it became a movement and a community, resonating with those who seek to embrace their true selves without compromise. The visual identity not only reinforced this mission but also created a lasting impact, growing the brand’s presence and deepening its connection with its audience.
more to explore.
Soft Femme
CLIENT:
SOFT FEMME
YEAR:
2018-2020
EXPERIENCE:
ART DIRECTION, ILLUSTRATION,
BRANDING
about.
Soft Femmme was born from a deeply personal creative journey—“An Illustration a Day”, a therapeutic illustration project that evolved into an online community and, eventually, a brand with a dedicated shop featuring my designs. Rooted in the belief that softness is not weakness, Soft Femmme embraces femininity in all its forms, challenging the notion that power lies in detachment.
As the Creative Director, I was responsible for shaping every aspect of the brand, from illustrating and directing photo shoots to designing the logo, developing marketing materials, and crafting a seamless online experience.
challenge.
In a patriarchal society that often equates strength with hardness, Soft Femmme sought to create a space where emotion, vulnerability, and softness are seen as powerful. The brand’s visual identity needed to reflect this ethos—delicate yet bold, minimal yet expressive. The challenge was to design a cohesive system that balanced these contrasts while maintaining a strong presence in the fashion space.
To translate Soft Femmme’s philosophy into a compelling visual identity, I developed a design system that embodies both strength and sentimentality:
Intentional Minimalism: Designed a logo and brand elements that are understated yet impactful, reflecting the balance between tenderness and boldness.
Editorial Typography: Chose refined, high-contrast typefaces that exude confidence while maintaining a soft, poetic quality.
Muted & Monochrome Palette: Created a color system that allows the apparel and illustrations to take center stage while reinforcing the brand’s quiet strength.
Illustration-Led Branding: Integrated my hand-drawn illustrations as a central visual element, making each piece feel personal and art-driven.
Curated Photography Direction: Led and directed photo shoots that captured Soft Femmme’s essence—effortlessly raw, intimate, and empowering.
results.
Soft Femmme established itself as more than just a brand—it became a movement and a community, resonating with those who seek to embrace their true selves without compromise. The visual identity not only reinforced this mission but also created a lasting impact, growing the brand’s presence and deepening its connection with its audience.
CLIENT:
VTS (In-house)
YEAR:
2021-PRESENT
EXPERIENCE:
ART DIRECTION, UX/UI, BRANDING
Soft
Femme
CLIENT:
SOFT FEMME
YEAR:
2018-2020
EXPERIENCE:
ART DIRECTION, ILLUSTRATION, BRANDING
about.
Soft Femmme was born from a deeply personal creative journey—“An Illustration a Day”, a therapeutic illustration project that evolved into an online community and, eventually, a brand with a dedicated shop featuring my designs. Rooted in the belief that softness is not weakness, Soft Femmme embraces femininity in all its forms, challenging the notion that power lies in detachment.
As the Creative Director, I was responsible for shaping every aspect of the brand, from illustrating and directing photo shoots to designing the logo, developing marketing materials, and crafting a seamless online experience.
challenge.
In a patriarchal society that often equates strength with hardness, Soft Femmme sought to create a space where emotion, vulnerability, and softness are seen as powerful. The brand’s visual identity needed to reflect this ethos—delicate yet bold, minimal yet expressive. The challenge was to design a cohesive system that balanced these contrasts while maintaining a strong presence in the fashion space.
To translate Soft Femmme’s philosophy into a compelling visual identity, I developed a design system that embodies both strength and sentimentality:
Intentional Minimalism: Designed a logo and brand elements that are understated yet impactful, reflecting the balance between tenderness and boldness.
Editorial Typography: Chose refined, high-contrast typefaces that exude confidence while maintaining a soft, poetic quality.
Muted & Monochrome Palette: Created a color system that allows the apparel and illustrations to take center stage while reinforcing the brand’s quiet strength.
Illustration-Led Branding: Integrated my hand-drawn illustrations as a central visual element, making each piece feel personal and art-driven.
Curated Photography Direction: Led and directed photo shoots that captured Soft Femmme’s essence—effortlessly raw, intimate, and empowering.
results.
Soft Femmme established itself as more than just a brand—it became a movement and a community, resonating with those who seek to embrace their true selves without compromise. The visual identity not only reinforced this mission but also created a lasting impact, growing the brand’s presence and deepening its connection with its audience.
