2024 — 2025
FAIRLY NORMAL
concluded
Visual identity
Website and digital presence
Campaign and editorial direction
Ongoing brand consultancy
Brand development from scratch for a portuguese menswear brand.
Fairly Normal is a Lisbon-based independent clothing brand developed in 2020. I have worked with the brand since its earliest stages, helping define its values, communication tone, and overall direction, before developing the visual identity and accompanying its growth over time. Today, I collaborate with Fairly Normal as an external brand consultant.
The work began with defining foundations rather than outcomes. Together, we shaped how the brand should behave, speak, and evolve, focusing on clarity, restraint, and consistency. The visual identity was built as a simple starting point, maleable enough to be evolve, and mature through use, rather than respond to trends or seasonal shifts.
Brand concept and approach
The identity relies on:
A restrained typographic approach
A limited and consistent color palette
Clear hierarchy and spacing
Strong attention to materials and photography
Translating to the digital, a very irl-first brand
Digital outputs included the reformulation of a shopify template to fit the brand, designing newsletters and a whole myriad of social media images, from event posters, ads, colection showcases etc.
A "do with what we have" approach
Given the brand’s small structure and limited resources, communication and pieces with quick turnaround times rely on simple, easy-to-execute solutions and a kind of DIY approach to image-making.
Alongside this, I also designed a series of T-shirt graphics, drawing from the surf culture that strongly influences the brand.
