Modura is a new eCommerce clothing brand designed for trendy men and women between 18 and 25 years old. These individuals are early in their careers and are looking for an affordable solution for business casual clothing to wear to their jobs in urban areas. They are fashion-forward, and conscious of trends. They want to dress for the jobs they want without appearing overdressed. The objective is to develop a visual Identity system and brand guideline that can be applied to a digital product in the form of a mobile and desktop application. The design process that was followed includes UX research and strategy, Userflows, Wireframing, Sketching and Iteration, Brand and Identity design, UI research, visual conception, Styleguides, Low fidelity and high fidelity interface creation. The logo design started with a process of conceptualisation and definition of the principles, goals and brand values. 

The logo started with sketches and thumbnails, and then moved on to digitising the form. The colour palette is inspired by colours often found in formal/business casual wear; Browns, grey, dark blue, biege, etc. It also reiterates one of the brand values of being gender neutral. The process of wire-framing and creating sketches for the Interface took around 2-3 days. This was the most lengthy of the entire project. The application was created and prototyped on figma. The final deliverables included the Brand Identity system along with a brand guidelines book and several other collaterals in the form of clothing tags, luxurious packaging bags, printed advertising such as billboards, etc. On the whole, the project was a very interesting one and turned out to be very fun to work on even though it was conceptual. I am very happy with the end result. I think the brand looks very cohesive on the whole and reflects the brand values and personality of being trendy, modern and fashion forward. It sparked my interest even more in branding and system design, and I will definately be taking up future projects in similar domains.