Branding, clothing design, web development, videography

At INDIGO, we believe fashion is more than fabric — it’s a symbol, a story, a statement. Historically, wearing tartan was an honour, a way to show where you came from and what you stood for. Today, we believe in honouring who you choose to be. Our designs reimagine the iconic legacy of plaid and tartan, blending history with bold, modern expression. You don’t have to fit in when you’re made to stand out. This is your pattern, your statement, your movement. We are INDIGO.

This project was created with elements of generative AI photography and video over the course of 6 months.

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An integral part of INDIGO was understanding the application of the brand. The name “INDIGO”, or “GOINDI”, plays with the idea of movement and independence. Therefore, the name could be stacked and moved in a multitude of ways while still maintaining brand recognition. The vision of longevity for INDIGO was that it would be on par with brands such as Anthropologie, BODEN, and Reformation. Inspiration was taken from the quiet luxury of these brands, with the iconic pluck of Vivienne Westwood.