Visual identity for Swedish Fashion designer Greta Gram. The concept behind the visual identity is based around ‘Zen’ principles, underpinned by Grams interest in Japanese simplicity and Swedish minimalism. The wordmark was created looking at typographic experiments in minimalism; it questions how much can be taken away from the form but still keep it’s inherited recognisable features. The negative space in the letter ‘G’ has been extracted using a square. The accompanying colour pallet is chic and feminine whilst the san serif typeface balances ideas of humanism with geometric forms. The art directed brand photography juxtaposes two ideas. The feminine models (natural, pure, elegant) power posing in a provocative manner. This aims to highlight and question the shifting roles of women within society.