Developing the foundational visual identity for LOKEY, a streetwear brand built on a philosophy of cultivated subtlety. The name is a play on "low key," with the key serving as its literal and figurative symbol.
The art direction and photography explore this core concept through repetitive, minimalist motifs, creating a sense of pattern-language and coded recognition. The imagery is designed to function as a quiet signal—it doesn’t shout; it suggests, embodying the brand's core IYKYK (If You Know, You Know**) ethos. This project encompassed the development of the brand's visual signature, applying it across cohesive content for its social media presence and launch campaign.
