“Fashion is about dressing according to what’s fashionable. Style is more about being yourself.”

—Oscar de la Renta

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01. Brand Identity

In 2012 one of the top contestants in Toronto Fashion Incubator‘s “New Labels” design competition was Jameson Kane. Genevieve Pearson, co-founder, outlined the vision for her brand: very simple to dress in, yet sophisticated, and aristocratic.

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02. Design

We immediately felt that a heraldry crest was the best way to express Genevieve’s vision. The lion traditionally symbolizes courage, nobility, royalty, strength, stateliness, and valor, and so that’s where we focused. Her lions each hold a sewing needle that is threaded throughout the crest; a fleur de lis rests within the crown, and at the center sits a button that anchors the crest to its fashion roots.

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03. Development

Starting with pencil and paper, Andrés sketched out her logo and moved it into vector format for future use flexibility. In addition to building a complete website based on Genevieve “Look Book,” we also developed a light vs dark stationary package containing letterhead, envelopes, and business cards.

Brand Identity



Jameson Kane on the Runway