Lockwood - A Brand System Built With Heart

Lockwood is a series of seven beloved, queer-owned stores throughout New York City known for turning everyday moments into little celebrations. For this rebrand, I envisioned a world where some of the existing assets could evolve and thrive inside a richer, more adaptable identity—one that flexes across packaging, signage, motion, and merchandise while keeping Lockwood’s playful spirit intact.

I guided the process from concept to execution: shaping the narrative, pitching the vision, crafting moodboards, directing illustration, and building a design system of modular patterns, expressive typography, and layered color stories. The result is a living brand toolkit—strategic, scalable, and full of personality—that answers Lockwood’s real goal: to elevate its design presence and create a system strong enough to grow with every new product, season, and story the shops brings to life.

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