Melissa

Jun 2017

The Melissa Brand Identity project is a masterclass in visual storytelling, distilling a multifaceted aesthetic into a cohesive, high-impact language that feels both experimental and refined. By synthesizing bold typography with an earthy yet vibrant color palette, the identity leans into a striking editorial minimalism that bridges the gap between commercial appeal and artistic expression. The project utilizes various techniques including Studio strobe lighting to accentuate the tactile qualities of printed ephemera, such as branded adhesive tape and newspapers, while relying on clean UI illustration to clarify the product-focused elements of the A/W 17 Flygirl collection. The graphic design, spearheaded by Porto Rocha, employs a sophisticated interplay of bold, serif green lettering and cursive script overlays to establish a distinct, modern narrative. From the macro shots of accessories to full-length lifestyle portraits, the imagery emphasizes a balanced tension between structured form and fluid composition. The overall visual strategy, presented against a warm, grounded color scheme, creates an immersive experience that feels authentic to the brand. This work demonstrates how a strategic approach to typography and texture can elevate promotional collateral into a collectible narrative, successfully positioning the brand as a leader in contemporary fashion communication through a highly stylized and consistent visual vocabulary.

Commercial