The Jefferson Fashion Department needed a brand identity for their annual fashion show that communicates their professional, hands-on and renowned program. My solution was to communicate that message into a sophisticated, yet playful and tactile design, that would help an uninformed audience understand what the program is about. I decided to combine two sleek and modern sans serif typefaces ( Helvetica + Gotham) that created a nice balance of contrast and scale. To incorporate the "tactile and hands-on" aspect, I placed the type on a textured, fabric-like background, masked out by a raggedly cut fabric swatch shape, to show the uniqueness and individuality of each student in the program. Lastly, I applied several tones of blue to the background layer which symbolizes the new "Jefferson blue" and depth of the program.