RebrandingBranding
been one of my favorite brands, I began this project out of curiosity about its brand identity. Urban Outfitters is known for its youthful energy and trendy
appeal, but what intrigued me the most was its long-standing history as
a brand. Building upon this research, I developed a new identity that both
honors its heritage and introduces a fresh perspective.
Targeting primarily college students and young consumers, I drew inspiration
from Urban Outfitters' existing sans-serif logo and one of the most iconic
symbols of college life: varsity team shirts. I believed that the modern yet
vintage feel of varsity lettering could perfectly encapsulate both the brand’s heritage and its contemporary spirit. To bring this idea to life, I designed
a custom typeface and expanded the concept of “letters trapped in a frame”
into a broader visual identity. For the color palette, I enhanced the brand's
existing black and white scheme with a vivid blue—symbolizing youth and
energy—to extend its visual impact.
Variable custom typefaces
Tag design
Store floor guide information glass
Packaging box tape
Outdoor signage
Store receipt & membership card
Social posts for campaign