Artist Michelle Decourcy enlisted our services to facilitate a comprehensive brand workshop for her upcoming fashion line, targeting self-assured, career-oriented women with a keen sense of style. Collaborating closely with Michelle and her business team, we delved deep into the essence of 5Five, refining their vision, communicating their message, and developing a fashion brand identity that reflects the bold and innovative nature of their exceptional designs.
The 5Five brand workshop was a 4-hour session that covered all essential elements of creating a solid blueprint for the brand. The session started by defining the company’s mission to create a movement that improves the emotional health of women by reimagining the meaning of fashion and style. Participants then identified visual aesthetics from a shared Pinterest board that inspired the edgy and bold visual direction. Throughout the workshop, we guided brainstorming sessions utilizing various techniques and tools, resulting in insightful conversations that helped shape a unique, rebellious brand that truly represents 5Five.

With an unapologetic and bold stance, 5Five's brand identity radiates confidence and edginess, attracting the modern rebel woman who seeks something unique and reflective of her ultimate badassery. Utilizing a predominantly black and white color palette punctuated with vibrant accents, the brand achieves a timeless yet modern allure, ensuring a classy aesthetic while maintaining its edgy edge. Hand-drawn graphic elements further enhance its distinctive appeal, mirroring the rebellious spirit of the brand. The logo itself, reminiscent of a tattoo, is a symbol of individuality and self-expression, embodying the brand's refusal to conform to conventional norms. With bold, clean sans-serif fonts communicating a no-nonsense attitude, 5Five's branding captures the essence of empowerment and rebellion, appealing to individuals who embrace their authenticity and stand out from the crowd with pride and confidence.

Each design collateral provided a platform for creative experimentation and exploration within the established brand identity. By incorporating bold fonts and impactful photography, we achieved an editorial yet edgy aesthetic that authentically captured the essence of the 5Five brand. These design choices effectively conveyed the brand's unique personality and style.