For this third semester project, the objective was to take a preexisting brand and reimagine it through a completely new visual identity. I chose to base my project on Demonia, an alternative clothing brand best known for its bold, unconventional boot and shoe designs. Demonia’s strong presence within gothic and alternative fashion made it an ideal foundation for exploring how an established brand can be transformed while still honoring its core essence.
This project focuses on developing a new identity that builds on Demonia’s themes of rebellion, individuality, and dramatic style, while presenting them through a fresh and cohesive design system. Through branding, layout, and visual direction, the goal was to create a redefined brand experience that feels both recognizable and entirely new.
I was heavily inspired by Y2K, techno, and grunge imagery found on Pinterest. As seen in my moodboard, the design features bold visuals, layered textures, a monochromatic colour palette, and flashy elements. Exploring this distinct style allowed me to learn new techniques and develop a greater appreciation for the creativity and intention behind different design aesthetics.
Although this is an older project, I’m still very happy with how it pushed me outside of my comfort zone and encouraged me to commit to a more experimental style. Working on this piece inspired me to explore textures and imagery in a more expressive way, which helped shape my approach to later projects. I enjoyed the freedom that came with experimenting and allowing the design to develop more organically. If I were to revisit this project in the future, I would focus on strengthening the overall visual hierarchy and refining the placement of the text to improve clarity and balance, while still maintaining the experimental spirit of the original catalog.