Intentional Threads

Brief
"Smile Like You Mean It," a Cleveland-based small business known for its local charm, is launching its first apparel line. The goal is to build a fashion-forward collection that captures the essence of Cleveland while resonating with the style preferences of a younger, trend-conscious audience.

Execution
As an established brand rooted in community connection, Smile Like You Mean It is expanding its product line to reach a broader Cleveland audience. While staying true to its loyal base, the brand seeks to grow its presence by embracing a dual focus: trend-forward fashion and authentic local pride. Through distinctive graphic scenes, a curated color palette, and expressive typography, Smile Like You Mean It reflects the diverse tastes of its audience—capturing both style and city spirit at the core of its identity

Role
Designer