branding / logo design / brand identity 
Fall 2021
Student Project 
Conceptual rebrand for the women's apparel company Roxy. This rebrand focused on repositioning Roxy as a snowsports apparel company. 
The Problem
Roxy has had the same logo since 1993 when the company was founded as the sister company to surf brand Quicksilver. Roxy's current logo is comprised of 2 Quicksilver logos put together to form a heart shape. 
I felt it was time that Roxy got its own identity system that established Roxy as a stand-alone lifestyle brand. I also wanted to reposition Roxy as a snow apparel company because currently, their identity is very surf-focused even though they do have a line of snow apparel and are the official sponsor of Snowboarding Olympic Gold Medalist, Chloe Kim.

Roxy’s new logo truly showcases them as a snowsports apparel company. The new brand identity emphasizes what Roxy is all about; an adventurous spirit, and stylish apparel. The new logo represents a mountain and winding ski slopes. The strong logo mark is versatile
and can fit on anything from the zipper-pull to the bottom of a snowboard - something that the former complex “Roxy heart” could not do. 
The new colors bring an adventurous, yet feminine touch to this brand identity that makes it stand out from the crowd. The colors are bold and eye-catching without being too "girly". The typeface was changed to a bold san-serif to better match the bold new logo.

© Roxy

The Solution
A brand identity system that emphasizes Roxy as a women's snow apparel company. The new logo is feminine and stylish without being too "girly". The new brand identity is sophisticated, fashionable, adventurous, and feminine. 

Primary logo

Logo adaptations - horizontal and vertical layouts

Horizontal Alternate
Horizontal Alternate
Vertical Primary
Vertical Primary

Brand identity colors and typography 

Advertisement and product mockup 

Product Mockup

Product Mockup

Business card design 

Corporate stationery system

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