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    For my graduate Nature of Identity class at the Academy of Art University, we were asked to manifest a renewed "soul" for a dead, defunct, or dyi… Read More
    For my graduate Nature of Identity class at the Academy of Art University, we were asked to manifest a renewed "soul" for a dead, defunct, or dying brand. I chose to rebrand Frederick's of Hollywood and I identified "innovation" at the heart of Fredrick Mellinger's original brand and re-built it from there. Frederick's of Hollywood was transformed into Frederick Mellinger laboratories; A brand that now offers the science and technology behind attraction. Read Less
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Frederick Mellinger laboratories
An Identity Manual and Branding Guidebook for the "new" Fredericks of Hollywood
 For my graduate Nature of Identity class at the Academy of Art University, we were asked to manifest a renewed "soul" for a dead, defunct, or dying brand. I chose to rebrand Frederick's of Hollywood and I identified "innovation" at the heart of Fredrick Mellinger's original brand and re-built it from there. Frederick's of Hollywood was transformed into Frederick Mellinger laboratories; A brand that now offers the science and technology behind attraction.

I wanted to create a visual language that retained the sensuality, seduction, and innovation of the old Fredericks of Hollywood while introducing a new approach to the brand and its extensions. Macro photography of nature, orchids, chemistry, and technology were utilized throughout the identity manual in order to create a feel of intrigue, attraction, and innovation. The dark photography and heavy usage of black pays homage to Frederick Mellinger's roots as an avante-garde fashion designer who introduced the first black thong to the American woman.
You can check out the website for Frederick Mellinger laboratories here.