PSD Underwear - Creative Direction
Digital served as the primary link between the PSD Underwear brand and its consumers, making the eCommerce experience the cornerstone of our efforts to shape the brand identity framework. By embracing exploration and continuous iteration, we crafted a system firmly grounded in a raw aesthetic, authentic personality, and transparent viewpoints.
PSD Underwear is a brand with bold, unique, and loud voice so we carefully redesigned how that voice is expressed through typography, powerful photography spotlights, and minimalist elegance.