What you wear.
Who you are.
01 / Two words
A name with
someone inside.
We brought together self and portrait around a simple idea: clothes can be a self-portrait. A choice of shape, texture or silhouette gives something of the person a visible form.
The name held the wearer and their reflection in the same thought. It gave us a starting point for the identity, the imagery and the way the brand would present itself.
02 / The identity
Give the idea
a clear voice.
The bold lowercase wordmark gave the name a direct presence. Beside a photograph, it could sit quietly in open space or run vertically along the edge. Its consistency allowed the surrounding composition to change.
The portrait carried the person; the wordmark connected that image to the brand. The relationship mattered as much as either element on its own.
03 / Across the brand
One thought.
Many expressions.
Our work extended across packaging, A3 catalogues, marketing, image preparation and the website. Each format had its own practical demands, but the naming idea offered a shared point of reference.
An identity becomes more useful when it helps make decisions beyond the logo. Here, the question was how each expression could keep the person and the clothes connected.
04 / A question to keep
What does the name
help you see?
A name does not need to describe every service or product. It can introduce a way of looking that the rest of the brand makes tangible.
When considering a name, try placing it beside the work, on packaging and in a simple sentence. Does the connection become richer across those settings? For Self-Portrait, that connection began with the image of a person.
From the archive / 2013–2014
The early editorial PDF is dated September 2013; the archive also includes communications from 2014. The naming explanation comes from the team that developed it. The original artwork is retained in the project case.
A retrospective written in 2026, using the studio archive and the team’s recollections of the original work.