About the Brand

Second Stitch is a second-hand clothing brand for 18–35s who want sustainable style without the preachy vibe. Built around a dog-in-a-jacket logomark (a client request), the identity uses a clean, flexible base system designed for quick rollout across socials, tags, and print touchpoints. It’s upbeat, recognisable, and made to scale with new drops and categories.

Deliverables: Full brand strategy, colour + type, graphic elements, social direction, patterns.

Focus: Character-led identity, bold-but-clean system, quick rollout