Avalon was built around originality, observation, and a rejection of the idea that identity can be reduced to labels, numbers, or fixed categories. Its faceless, stripped-back visual language was designed to feel universal, a brand that could reflect the people engaging with it rather than prescribe an identity to them. White became a recurring symbol for that idea: visually pure and neutral, yet capable of reflecting the full spectrum around it. In response to an oversaturated creative culture where work is often made for attention first, Avalon focused on returning value to process, intention, and making itself.
That philosophy shaped everything from the brand’s minimal identity to its handmade garments and campaigns, reinforcing the idea that the artwork is not simply the graphic placed on a shirt. The shirt, its construction, process, and story are the art.
I designed more than 15 original posters in Photoshop, developing each for print across multiple sizes while keeping the work visually connected to Avalon’s broader identity. The series used recognizable artists, cultural references, and bold composition to create striking standalone graphics that could function both as promotional material and collectible design pieces. More than 250 posters were sold throughout the campaign, turning the work into both a marketing tool and a physical extension of the brand.
Avalon was built around originality, observation, and a rejection of the idea that identity can be reduced to labels, numbers, or fixed categories. Its faceless, stripped-back visual language was designed to feel universal, a brand that could reflect the people engaging with it rather than prescribe an identity to them. White became a recurring symbol for that idea: visually pure and neutral, yet capable of reflecting the full spectrum around it. In response to an oversaturated creative culture where work is often made for attention first, Avalon focused on returning value to process, intention, and making itself.
That philosophy shaped everything from the brand’s minimal identity to its handmade garments and campaigns, reinforcing the idea that the artwork is not simply the graphic placed on a shirt. The shirt, its construction, process, and story are the art.
Avalon’s visual identity was built from the ground up around ideas of individuality, isolation, and resistance to the increasingly algorithmic nature of modern culture. In a world where products are often designed to compete for attention and appeal to the widest possible audience, Avalon took a more restrained approach. Mannequins, barcodes, faceless imagery, and minimal visual systems referenced a corporate world that reduces people to consumers, data, and numbers. In contrast, our handmade garments emphasized experimentation, process, and the individuality of each piece. Rather than treating clothing as a blank surface for decoration, Avalon approached the garment itself as the artwork, placing value on how it was made, how it existed, and the person who ultimately gave it identity.
Co - Founder & Creative Director
BRANDING & GRaphic design
My branding and graphic design work focuses on building Avalon’s visual identity through typography, layout, imagery, and promotional design. I also created artist-inspired poster campaigns to connect the brand with new audiences through familiar cultural references.
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I designed more than 15 original posters in Photoshop, developing each for print across multiple sizes while keeping the work visually connected to Avalon’s broader identity. The series used recognizable artists, cultural references, and bold composition to create striking standalone graphics that could function both as promotional material and collectible design pieces. More than 250 posters were sold throughout the campaign, turning the work into both a marketing tool and a physical extension of the brand.
