`← Close Project

Mutt Studios

New York City, New York, USA
Art Direction, Brand Identity
June, 2025

Developed the brand identity for Mutt Studios, a concept menswear and womenswear fashion label based in New York City’s Lower East Side. The project centred on establishing a cohesive and expressive visual identity that reflected the brand’s urban character and forward-looking sensibility. Grounded in research on the cultural and architectural context of the neighbourhood, including its legacy of grit, reinvention, and stylistic contrasts, the design process began with the creation of a custom logomark. This mark took the form of an abstract geometric symbol inspired by vintage American sports typography. Its bold, slab-like structure conveyed a sense of weight, permanence, and familiarity, while its stripped-back construction and contemporary proportions introduced a clean, modern sensibility. The logomark became a foundational element across brand touchpoints, setting the tone for a visual language that balanced nostalgia with refinement.

One of the central components of the project was the design of an editorial lookbook, conceived as both a marketing tool and an extension of the brand’s conceptual world. The layout emphasised rhythm, scale, and contrast, pairing full-bleed imagery with restrained typographic treatments to guide the viewer through the collection with clarity and momentum. Negative space was used strategically to elevate the photography and introduce moments of quiet intensity. Type systems were developed to support both pragmatic product information and expressive storytelling.

The brand’s logomark also informed the design of a custom die-cut invitation, produced in the shape of the logo itself. This served as both a tactile brand artefact and a bold visual gesture.

Credits

Graphic Design: Joshua Castellano
Photography: Agustín Farías