Gotham (Case study available upon request)
Team: Sunday Afternoon
The Gotham rebrand was an opportunity to reshape the identity of a well-established agency, best known for its work with Maybelline, into something bolder, more expansive, and undeniably confident. As a junior designer on the project at Sunday Afternoon, my focus was on motion and internal brand direction, helping to craft a visual system that captured Gotham’s dynamic energy.
At the heart of the rebrand was the creation of a monogram “G,” designed as a flexible container for imagery—allowing Gotham’s work to take center stage while maintaining a strong, recognizable mark. When meeting with their team, their New York energy and bold personalities became the foundation for the wordmark: assertive, modern, and effortlessly self-assured.
This rebrand wasn’t about reinvention but amplification—showcasing Gotham not just as an agency rooted in beauty but as a creative force with the range and confidence to push beyond expectations.