Function and creativity collide with Covert NYC. This fashion brand features transformable products with a sleek design for the city goers needing to adapt to whatever circumstances life throws their way.
When I met with co-founder Gracie Tirro, she agreed that the product’s streamlined style far exceeded their current website. I began by understanding their target market versus current brand perception. We then decided to focus on what makes Covert NYC stand out amongst the crowd in the fashion realm that being, the transformation. With the introduction motion elements (such as gifs and looping videos) and strategic placement of photography we conveyed that their product is uniquely two different items in one.
After completing the Covert NYC website, co-founder Grace Tirro asked me to create a brand book to give to retailers. In keeping with the established aesthetic, I crafted a book that would give potential buyers an immediate impression of the brand, carrying them through the story of Covert NYC from initial concept to featured articles in acclaimed magazines such as Star and Us Weekly.