PROJECT ROLE: art director & lead designer

My job for this project was to build a clean and minimal identity for a new women’s brand called Soft Life. The client gave me a bright palette of hot pink, lime green, matte brown, and white, and wanted the brand to feel fresh, youthful, and modern but still appeal to women under 40. The focus was on high end basics, so I kept the design simple and direct.

I leaned into bold word-marks for the main logo, then created a secondary option that combined an “S” with a heart for a softer, playful touch. The overall goal was to balance simplicity with personality, giving Soft Life a look that can grow with the brand while staying recognizable. This one was a fun project to work on and shows how small details can make a minimal design feel complete.