The animated elements mimicked the organic motion of plants growing, subtly nodding to the collection name and the intricate details found in the garments themselves.
The result was a cohesive visual identity that blended brand consistency with playful creativity—setting the foundation for more storytelling-led campaigns moving forward.
FLOURISH SS22
The Flourish Collection — Spring/Summer 2022 — was designed to evoke a dreamy, ethereal mood, with light, floaty silhouettes and whimsical details reminiscent of Alice in Wonderland. The concept captured the essence of a summer daydream, and the branding needed to mirror that same sense of soft femininity and imagination.
This was my first branding project as lead designer within the Lounge Brand Team, and it marked a turning point in how I approach narrative-driven design. The brief called for a fairytale-inspired type treatment—something delicate and enchanting, yet still grounded in Lounge’s visual identity. At the time, we remained closely tied to our core typeface, but I introduced custom flourishes and subtle animation to breathe life into the branding and reflect the collection’s whimsical spirit.
JULY 22 Los Angeles
Branding | Video Editing | Text Animation; Bethany Mulchinock
