Lockwood — A Brand System Built With Heart

A neighborhood favorite, redesigned to grow without losing what made people love it.

Lockwood is a family of beloved, queer-owned New York City shops known for turning everyday objects into small celebrations. I independently identified an opportunity to evolve the brand, developed the strategic and creative vision, and pitched a more expressive identity built to expand across products, seasons, and stores.

I led the project end to end—from narrative, positioning, moodboards, and presentation through typography, color, modular patterns, applications, and execution. I also selected, briefed, and creatively directed Jon Contino in developing an illustration language that could bring more warmth, wit, and personality to the system.

What began as a self-initiated proposal became a meaningful influence on the brand itself, with Lockwood ultimately implementing a substantial portion of the direction. The resulting toolkit gave the business a richer and more flexible visual world—distinctly Lockwood, but ready to grow.