01 · Project Overview
A refined identity system for Heaven Mayhem, balancing the permanence of monochrome with the tension of deep red. The system establishes a precise hierarchy between the primary wordmark, geometric brand stamp, and hand-drawn digital signature—allowing the brand to move from editorial imagery to web without losing recognition.
02 · Identity System
The wordmark is the lead identifier. The circular HM stamp supports it in smaller, detail-driven applications. Neither mark competes for attention; each has a defined role and controlled spacing.
The landscape wordmark is used across primary touchpoints. It may align left, center, or right, but never rotates. A full logo-height of clear space protects it from surrounding content.
The circular HM is a secondary brand moment for packaging details, garment trims, and quiet digital signatures. It follows the primary logo and should never replace it on corporate or paid brand communication.
Icon geometry · Circular proportion
HEAVEN MAYHEM
03 · Logo in Context
On imagery, the mark occupies a calm area with enough contrast to remain completely legible. Primary wordmark, icon, and paired lockup each appear only where their hierarchy is clear.
04 · Color System
Black and white maintain clarity and permanence across primary brand communication.
Cream and stone soften the system. Deep red is deliberately limited, creating tension without overtaking the neutral foundation.
05 · Typography System
A disciplined sans-serif system carries functional communication. Caslon appears sparingly in product names and editorial callouts, introducing contrast without becoming decorative noise.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz · 0123456789 · !@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz · 0123456789 · !@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz · 0123456789 · !@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz · 0123456789 · !@#$%^&*()
06 · Email Campaign
Two editorial email executions introduce the Heaven Mayhem ring collection through restrained typography, tactile imagery, and deliberate pacing. Each design translates the brand system into a commercial format without losing its quiet visual language.
A spacious, image-led introduction focused on the collection launch and the rings’ relationship to the body.
Build desire first, then move the reader toward the collection with a minimal commercial CTA.
A more modular product story that alternates campaign imagery, collection messaging, and focused shopping moments.
Extend the launch narrative while creating more entry points into the ring collection.
07 · SMS Campaign
A mobile-first SMS advertising template that carries the ring launch into a faster, more personal channel. The composition keeps the message concise while preserving Heaven Mayhem’s editorial restraint and product-led visual hierarchy.
08 · Digital Application
The hand-drawn HM belongs to subtle digital moments such as the website footer. It never replaces the primary logo; it works because the core identity has already been established elsewhere on the page.
New Objects · 2026
Los Angeles
Worldwide shipping
Instagram · TikTok
Terms · Privacy