Brand Creation (DXTR)

For this comprehensive identity project, I built a streetwear brand from the ground up, establishing its visual ecosystem and cultural voice. Named DXTR, the brand channels a raw, skate-grunge aesthetic that merges underground skate culture with gritty, urban textures. To demonstrate the brand’s versatility across both physical and digital spaces, I developed an extensive suite of assets. This included designing high-impact product concepts—such as custom t-shirts and skateboard decks—alongside the physical concept for a brick-and-mortar storefront. To ground the rebellious aesthetic in commercial professionalism, I also created a complete corporate identity package, including the core logo, letterheads, mail envelopes, and business cards. The resulting portfolio piece showcases my ability to execute holistic brand systems, balancing raw creative storytelling with functional, real-world marketing collateral.