Aistë Hong
I created a bespoke luxury typography-based brand system that was applied and used as the foundation of an e-commerce website.
Overview
A minimalist brand system where every pixel counts. Designed for flexible applications for an audience familiar with luxury.
Making her debut at New York Fashion Week 2024, Hong showcased her Spring/Summer 2025 collection which received rave reviews from Elle, Harper’s Bazaar, CR Fashion Book, and more. Her designs offer silhouettes aimed at empowering women in a high-class working environment.
Design a brand that connotes luxury through the use of minimal brand assets, while being able to retain it’s recognizability across multiple applications.
My Contributions
This project is apart of my position as Designer at Jenn Studio Inc. I was Directed by my creative director to choose a typeface based on certain requirements for SEO optimization and research conducted based on competitor analysis. We applied it to different applications to demonstrate use cases.
After the typeface was locked in by the client, we created a Shopify website inspired by popular luxury brands with high customer conversion. We also kept in mind accessibility concerns.
To advertise the recent collection, I art directed multiple campaign videos through strategic editing and motion design. I also animated a digital invitation for a New York Fashion Show runway event.
Services
Brand Identity
Motion Design
UX/UI Design
Typography Selection
Take note of how the cap height and set width changes across the typefaces—despite being the same point size. We needed a typeface that optically was smaller (to convey more white space) but met the accessibility requirements for SEO optimization.
Font choice #1: Articulat CF
Font choice #2: Elza Narrow
Font choice #2: Elza Narrow
Font choice #1: Articulat CF
Font choice #2: Elza Narrow
Font choice #3: Indivisible
Font choice #1: Articulat CF
Font choice #2: Elza Narrow
Font choice #3: Indivisible
Social Media
Through advanced editing techniques, I was able to create a group of social media advertisements that elevated Aistë's brand story and fit the . I selected the videos, music, and colour-corrected the chosen footage.
The invitation design was animated using a chosen print from Aistë's collection.
E-commerce Website
Inspired by competitors in the luxury e-commerce space, we designed a website optimized for converting visitors into customers. We conducted a competitor analysis that paved the way as data to use for making design decisions.
