Demestik
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As the Founder and Creative Director, I imagined, designed, and created the brand vision for a DTC clothing company.
The Story
After discovering a variety of printed wax cotton fabrics throughout NYC's garment district, I was immediately moved to create a modern womenswear clothing brand. Inspiration came from classic fashion design elements of the 1960s and 1970s, stylish women of the world, and my own cultural experiences. The brand debuted online in 2012 with the Naomi top, named after my sister, offered in 2 print options, and the Minnie Bell dress, named after my maternal grandmother, in 5 print options
The Strategy, Branding, & Marketing
Through trend research and analysis, I discovered an existing niche market and developed a comprehensive strategy for the target audience. The logo design is inspired by the timeless Mid Century Modern era. The Hex colors contrast against the colorful imagery. The primary serif font is GT Super Display and the secondary sans serif font is Inter. Subscribers joined the mailing list on Demestik.com for weekly email newsletters. The brand generated a social media following from direct-to-profile posts, reshares, and paid ads. Endorsements from a host of fashion media, customers, and celebrity clients helped to create brand awareness and build brand trust.
Beyonce wearing Demestik
The Imagery
Each campaign presents consistent aspects of persona, styling, and beauty. I established "The Home", a place of comfort and belonging, as the brand identity location to connect with the target audience. The products were captured in curated home settings, photo studios, and outdoors.
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