Betabrand Visual Identity

BETABRAND VISUAL IDENTITY

Art Director

Led a full visual refresh for Betabrand, a cult-favorite women’s fashion brand known for its Dress Pant Yoga Pants. The goal: modernize the aesthetic while staying rooted in comfort and accessibility. I introduced playful typography, bold color, shape-driven systems, and elevated art direction across digital, packaging, and product.

Role: Owned branding from concept through execution for visual identity, packaging, ecomm photography, and digital creative. Directed styling, collaborated with the social team, and delivered a scalable system for seasonal rollouts.

Impact

Repositioned the brand with a fashion-forward identity rooted in comfort
Launched new logo, icon, packaging, and ecommerce styling along with channel specific guidelines
Delivered adaptable brand system used across web, product, and social

Collaboration: Photographer: Shannon Sinclaire, Stylist: Rachel Hall, Graphic Design: Zach Gomez, Social: Samantha LeComte

Logo + Icon

A clean, minimalist wordmark paired with a versatile icon reinforced ease and confidence—qualities aligned with the brand’s evolution.

Color

An optimistic lemon-lime grounds a bold, flexible color palette. The secondary suite allows for fresh seasonal combinations while maintaining cohesion.

Ecomm Photography

Styled simple silhouettes with vibrant accessories and dynamic layering to inject personality while keeping focus on the product.

Packaging

Designed a “loud and proud” shipping bag to celebrate the brand refresh and stand out in customers' unboxing experiences.

Product Details

Developed a consistent branding system across tags, shanks, and embroideries featuring the refreshed icon and logo.