Swirl
Services
Art Direction & Brand Identity Design
Client
Swirl, Oliver Properties
Year
2024
Swirl is a curated pop-up experience that brings together local brands, artists, and makers under one roof—creating a vibrant space where different styles and communities collide. It’s more than shopping; it’s a celebration of creativity and connection. Shopping local in St. Louis often means hopping from store to store, but Swirl is changing that by creating a shared environment where discovery feels social, accessible, and alive in one place.
We partnered with Swirl to develop a bold, energetic brand identity that could match its dynamic spirit and bring together a diverse mix of brands without overpowering their individual styles. Our approach focused on making Swirl feel like an experience in motion—a blend of creativity, movement, and discovery—capturing the energy of the space and the people within it.
The Visual Identity
Brand Logo
Swirl logo is a fully custom, hand-drawn wordmark designed to capture the brand’s playful, artistic spirit. The playful, flowing letterforms feel like they’re moving, almost swirling into place, giving the logo a natural, organic vibe. Every curve and wave is designed to bring a sense of rhythm and energy, making it feel full of life.
The Visual Identity
Typography & Color
One of the key challenges for Swirl was creating a color palette that could bring together a wide range of styles under one roof. The brands involved were all so different, urban streetwear, alternative and goth aesthetics, women’s and men’s clothing, and the palette needed to work for everyone without feeling too retro or too safe. It had to feel bold and urban, but also flexible enough to let each brand’s personality shine.
To solve this, we focused on colors that felt vibrant and grounded at the same time. To add flexibility, I introduced monochromatic shades for each primary color, giving the brand a spectrum of tones to work with. These variations allow for creative freedom while staying true to Swirl’s identity.
