In creating the brand identity and art direction for Deena the 1st, I drew inspiration from the minimalist yet impactful design language of 90s fashion, particularly the iconic 90s issues of Harper's Bazaar. The logo wordmark features a distinctive “D” that cleverly incorporates the number “1,” directly reflecting the brand's name. We also developed the D1st monogram, a sleek and elegant representation of the brand.

To complement the brand’s sophisticated identity, we designed graphic elements for her website, ensuring a seamless and luxurious digital experience. We also crafted social media assets and animations that reflect the brand’s elegant aesthetic, further amplifying its presence online. The visual identity is anchored by the use of the Silk Serif font, a refined typeface that embodies the brand’s luxury and editorial essence.

Our creative direction came to life in Deena’s debut shoe collaboration with Marina Larroudé, where I was proud to see the D1st logo featured directly on the shoes themselves—a tangible symbol of the brand’s identity. I also played a key role in art directing the shoe colour palette and overall visual language of the campaign, including the styling and mood of the shoot. These elements were captured by photographer Kevin Tachman, whose lens brought our vision to life in editorial images that celebrate Deena’s global influence and sophisticated style.

Deena the 1st is a brand that marries the best of East and West, tradition and innovation, all through the lens of Deena’s extraordinary career in fashion.

Explore the full brand at deenathe1st.com