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CULTURAL IDENTITY & BRAND STRATEGY
CURL FETE NATURAL HAIR & BEAUTY EXPO
Brand Identity Lead ♦ Visual Development & Merchandising
ROLE
RESULT
THE SOLUTION
I engineered a custom typographic system that utilized fluid, ribbon-like curves to symbolize growth and hair texture. We moved beyond a single logo to a 6-color "Vibrant Aesthetic Palette" that allowed the brand to remain fresh across multi-year campaigns.
THE CHALLENGE
The brand needed to celebrate
"Natural Hair", while feeling high-end and commercially viable. It had to balance "playful energy" with the "structural reliability" required to attract major corporate sponsors like Massy.
A visual system that scaled seamlessly from digital social mocks to large-format physical signage, supporting CurlFete's growth into the largest trade show for hair and beauty in the Caribbean.
PART I: TYPOGRAPHIC ANATOMY
Initially the logo began as a standard sans-serif word mark, before brand co-founders decided it was too tame for the fun, flexible and vibrant energy the brand radiated in real life. I decided to use curved edges and ribbon-like letters to both communicate that playful energy and versitility in the brand.
PART II: RENDERING
Translating the sketch into a 3D environment allowed for precise material study. I rendered the trophy with facets of optical crystal and polished gold plating to visualize how light would refract through the award, simulating the premium finish required for a national honor.
APPLICATION
From digital concept to physical reality. I produced detailed orthographic technical drawings for the fabricators, specifying exact angles and material thickness. The final result is a heavy-weight, museum-quality award that serves as the centerpiece for the annual GNBS ceremony.
