ORIGNAL UGLY Rebrand

Goal:

Rebuild and relaunch Original Ugly as a storytelling-first clothing brand that blends fashion, art, and memory.
The mission is to develop a bold, emotionally resonant brand that serves creators, disruptors, and everyday culture builders. Every part of the rebrand honors Original Ugly’s core belief: imperfection is identity, and every stain tells a story.

We’re shaping the next chapter of the brand—visually, verbally, and structurally—to prepare for its 2026 launch, ensuring the voice, aesthetic, and customer journey all reflect its deeper purpose: clothing as evidence of transformation.

Action:

As a creative consultant and visual strategist, I support the Founder and leadership team in reimagining the brand experience across multiple platforms and touch-points. My ongoing role includes:

• Co-developing a refreshed brand strategy and visual identity that honors the grit and philosophy behind each garment

• Creating moodboards, content frameworks, and shoot direction to guide upcoming campaigns across Original Ugly’s three divisions: Storyform™, Blankform, and Galleryform

• Leading the website rebrand to communicate a clear, art-forward identity with an intuitive UX and immersive storytelling

• Curating the social media aesthetic and content pillars to build an engaged community rooted in shared values, not just trend cycles

• Collaborating on creative production, from prop styling to tone setting, ensuring that all visuals embody the brand’s ethos of process, proof, and imperfection

Outcome:

The brand is currently in development with a projected relaunch in early 2026. This collaborative rebuild sets the stage for Original Ugly to:

• Reach 10,000+ active subscribers via email and campaign drops

• Expand its social presence and cultural relevance through emotionally-driven content and aesthetic consistency

• Drive meaningful, value-based sales rooted in identity, not hype

• Position itself as a cultural icon for story-led fashion, with a voice that’s poetic, raw, and deeply human

Original Ugly doesn’t just sell clothing—it curates legacy. Together, we are designing a brand that feels lived-in, long-lasting, and unapologetically honest.