The road to owning your identity — your gender, sexuality and perspective on the world — is rarely easy. In this yearlong partnership between H&M and Refinery29, we'll recognize and celebrate that journey. MyIdentity explores the relationship between the choices we make on the outside and how it reflects what is on the inside, and the important role fashion and beauty play in helping people find and celebrate who they are. Including stories in the wellness, beauty, and fashion place and will cover all aspects of self-expression.
The branding focused on a minimal, yet elegant approach to MyIdentity. Looking for an elevated look without feeling unapproachable. Using a sharp serif typeface with the goal in mind to look fresh, strong and with and edge.Yellow is used as main color across the board as well as the idea of repetition and stacking on designed assets when necessary.
art direction & design - Isabel Castillo Guijarro
PHOTO BY REFINERY29.