The art of the heirloom
Reluxury was envisioned as more than a marketplace—a curated community for fashion collectors and aesthetes who see style as art. Built around the idea of exclusivity without excess, the brand offers a highly selective range of heirloom-quality pieces, each chosen for its unique story and craft. From strategy through visual identity, the brand was shaped to feel expressive, elevated, and unmistakably personal—delivering what we called a "magenta glove" experience for its members.
The illustration/art employed was intended solely for client demonstration purposes.
CHALLENGE
The task was to build a new luxury consignment brand that spoke to a discerning, art-forward audience that didn’t want resale but reverence. The challenge wasn’t just aesthetics but defining a tribe: who they are, what they value, and how they want to be spoken to. The solution began with in-depth research and co-creative strategy sessions with the client to define the brand’s core voice, cultural references, and visual world.
SOLUTION
The outcome was a brand grounded in the belief that fashion is a form of fine art. Every design decision—from typography and tone to iconography and illustration—was made to feel thoughtful and rare. The resulting identity system reflected the elevated taste of the audience while creating room for intimacy, imagination, and bold confidence.
Essentials
Reluxury
Creative Lead across brand strategy, visual identity, illustration direction, and high-luxury market research
Brand Strategy, Visual Identity, Art Direction, Illustration Direction, Luxury Branding, Consumer Research
Freelance