This branding project centers on MAENIC, a fashion brand rooted in myth, ritual, and transformation. Built in collaboration with apparel designer Payton Thurber, the brand draws from the tension between solidity and frenzy, stone and ecstasy, refusal and release. MAENIC explores how clothing can function as both armor and expression, merging gothic, fairy-tale, and witchcraft influences into a sensual, body-aware visual language.

The identity is driven by contrast. A deep burgundy anchors the system and references stone, ritual, and grounding, while electric cyan cuts through as a disruptive accent that signals mania, motion, and emotional intensity. This push and pull shapes the brand’s visual world and creates a sense of constant becoming rather than stability.