For this concept project, I developed a complete brand identity for Vélo Elevé, a fictional dress shirt company designed for people who live active lives, commute by bike, and still want to look sharp.

I photographed a fashion-forward campaign that captured the brand’s balance of elegance and athleticism through dynamic, tailored looks.

I then designed a full brand book introducing the concept and defining its visual system—logo design, color palette, typography, taglines, and ad copy—all crafted to reflect a minimal, tactile, and driven aesthetic.