Identity Crisis Legwear was an online-based legwear company, specializing in custom printed socks, thigh highs and tights. Building this business from the ground up (fresh out of college), I worked with artists from the community to produce one-of-kind prints for seasonal collections of fashionable legwear.
Production officially began in 2012, as my lifelong infatuation with legwear collided with a newfound curiosity in print technology; I wanted to explore a market not only for printed legwear, but fashion legwear in general and push the boundaries of fashion and tech.
After each collection was produced, the lookbook and product were shot for web.
Production was only a piece of the puzzle. Branding & digital marketing played another huge component. I had been a "details snob" up to this point, but this was my first head-on encounter with branding. All details not only mattered, but in order for them to send out a message (and make sense), they needed to come from a family of visuals.
The 5th and final version of the website built in Squarespace.
I designed all of this. Then, shot this image on the floor of my loft before learning how to edit it in Adobe Lightroom.
Identity Crisis x Xtina Lee socks w/ vinyl cut packaging.
Not to mention the event planning and press relationships that you build when running your own business.
CMU Lunar Gala Identity Crisis Runway, 2014
In late 2015, Identity Crisis folded when I took a position at branding design agency, Wall-to-Wall Studios. Having walked away with a great deal of digital experience under my belt, I still reflect on this business venture as my first comprehensive marketing project.