This project was conceptualized during Advanced Projects I: Branding at MassArt in Fall 2024, where I developed a comprehensive brand case study. Through this process, I crafted Vesper’s full brand identity, including typography, visual expression, and photography direction — providing a framework for how a sneaker company could market effectively to the goth audience. 

The inspiration for Vesper came from my close circle of goth and goth-adjacent friends. Over the years, I’ve noticed a recurring issue: their statement shoes, while stylish, were rarely comfortable, especially for long nights at events. This observation became the foundation for a brand that prioritizes both comfort and authenticity. 

The final brand reflects the raw, DIY spirit of goth culture. Drawing from the aesthetic of one-color xerox flyers, I focused on creating a campaign and visual system that feels at home in alternative spaces. This project challenged me to step beyond my own experiences — to design not for myself, but for a community I respect and observe closely.