Shmeel NYC
graphic design
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Timeline: 2 weeks, May 2024
Team: Solo
Shmeel NYC (now Jeu de Paume) was a NYC-based streetwear brand with 40,000+ Instagram followers. I designed a product lookbook for retail outreach, conveying the brand's visual narrative to online and brick and mortar retailers.
The full lookbook can be viewed here.
I worked directly with the founder of Shmeel to deeply understand the brand identity. The focus of their Summer 2024 collection was beauty and harmony in sports, accented by the brand's 90s New York City influences.
As this was an internal document to be shown to retailers, I was given the freedom to curate images that I felt best aligned with the brand's story. Because Shmeel already had an established Summer 2024 collection, my job was to create an atmosphere that matched the product.
I based my lookbook directly off of the moods and themes of the clothing. I used the images to space out different sections of the catalog, spacing out the more craftsman-like, tennis pieces and the New York City centered pieces.
Additionally, Shmeel as a brand did not have an established typographic identity. For this lookbook, I wanted to ground everything in a cohesive theme, so I used an editorial, serif font that would match the theme of elevated streetwear consistent in the lookbook.
Working in an accelerated two-week timeframe, I was able to create a cohesive and functional lookbook that Shmeel could use to present to retailers. This also gave me insight into how an internal document varies from a consumer-facing one.
Through this project, I learned how design could be used as a business tool, allowing a brand to tell their story comprehensively to different stakeholders.
