Not Your Type
2023 / 2025
Role & team
Creative direction & Capsule collection
Client: Not Your Type
Team: Najma Karami, Chouizz, Reps Label (agency), Mout, Clément Féménias-Métivet, Vincent Morissette, Agustin Melgar Rodriguez, Anabelle Dubé, Daksh Seth
Identity Meets Apparel
Not Your Type invited me to completely reimagine their brand identity and extend it into a wearable capsule collection. Together, we created a cohesive system that touched every layer of the brand from visual identity to campaigns, apparel, and events.
The project included a wide scope of deliverables: identity kits, animations, filmed campaigns, e-commerce photography and video, web design, editorials, illustrations, and experiential activations.
Each piece reinforced a single, unified voice while leaving room for play and cultural resonance.
The result was more than a rebrand. It was a transformation of Not Your Type into a lifestyle statement, blending design, fashion, and storytelling into one living identity.
Grid system
The web and editorial style focuses on detailed simplicity. Online, the consumer experience is seamless and minimal, removing unnecessary noise. This creates space for the shopper to breathe while reducing points of friction.
The editorial style is richer but built on the same foundation of clarity and structure. Influenced by 1980s editorial grids, it blends typography, illustration, branding, and photography into a cohesive yet experimental whole. It grounds itself in the past while projecting forward into the future.
Filmed Campaigns
Working with the Reps Label team, we produced a four-part video series built around the collection. The concepts expanded the e-commerce shoot into real-world settings, showcasing the clothes in offbeat city moments and scenarios.
The campaign launched in summer 2024 and was promoted across social channels to drive visibility and engagement.
Illustration & Animation
Extending on the new branding, we heavily leaned on a variety of illustration styles and built animated content to promote product drops, collaborations, events & amplify the general brand awareness and cultural presence.
The animation style is traditional using a frame by frame technique for both stop motion and illustrative content.
