JVKED_Branding_Frankie Lander

JVKED

BRANDING

Frankie Lander

Humans began wearing clothes around 170,000 years ago for protection against the elements. Over time the source of the need for protection has evolved.

Clothing specifically geared towards modesty began around 100,000 years ago in the Islamic Empire. Men and women dressed very similarly in a simple style for religious reasons.

Evolution of Humans

DECORATION

With the invention of dyes and decorative elements in the medieval times - around 476 to 1450 ADclothing became more ornamental in nature. Heavy cloths and intricate designs were highly-coveted as the upper classes adopted the style

MODERN DAY

In modern times, clothing is mainly decoration focused rather than protection or modesty. It is also used as a status indicator, for example, wealth or membership of a group. These reasons are due to the intrinsic human desire for self-expression.

Humans and Clothing

ACTUAL SELF IDEAL SELF

how people would like to be seen

ACTUAL-SOCIAL SELF

how people believe they are seen by others

how people see themselves

IDEAL-SOCIAL SELF

how people would like to be seen by others

Affects

Everyone has four versions of themselves that influence their self-image and self-esteem.

EMOTION

Fashion merges our emotional needs and reveals our inner-self through outer status symbols - or lack thereof. Clothing has a psychological influence on the wearer. It is not only a symbol of self, but an enhancement of self. It allows for the alignment of actual and ideal self-image.

LOOK GOOD FEEL GOOD

Clothing is used to seek validation of the inner-self. If used positively, the external validation heightens self esteem and brings actual and ideal self closer to alignment. Put simply, if you look good you feel good.

How Clothing Affects Emotion

Social Media and Clothing

HYPER-CONNECTION

Social media has allowed people to connect in ways and at a frequency never before seen, which has given rise to hyper-connectedness. This connection has garnered a newfound, widespread audience for the streetwear world.

SELF-EXPRESSION FIT CHECK

Social media has become an ultimate platform for self-expression in any form possible, though showing off outfits is one of the most popular forms. Unique outfits are praised and all it takes is one viral video for a brand to take off.

Outfit checks, shortened to “Fit Check” are a request for others to check out the requester’s outfit. Specifically, it is often used to refer to a photo or video in which a person is showing off a fashionable outfit. As of March 2024, # fitcheck has 33.6 BILLION views on TikTok and 937k posts on Instagram. Fit Checks have become an important cultural phenomena, one that has broadened the scope of streetwear into the public eye.

WHAT IS STREET ART?

Street art is visual art created in public locations for public visibility. Street art has evolved from the early forms of defiant graffiti into a more commercial form of art, as one of the main differences now lies with the messaging. Street art is often meant to provoke thought rather than rejection among the general audience through making its purpose more evident than that of graffiti.

CORNERSTONE OF STREETWEAR

Streetwear is heavily influenced by street art's rejection of traditional artistic guidelines.

VISUAL INTEREST

Much like graffiti, streetwear often diverges from conventional fashion trends in terms of color and design.

Streetwear’s association with street art has only been strengthened by major brand collaboration with street artists

on Fashion

juk-ing outmaneuver

feint, usually intended to decieve

The JVKED Story

JVKED was born out of the idea that creativity need. Founded on the streets of Pittsburgh, people. JVKED became more than a brand, culture, attracting a community of like-minded individuality and belief that creativity knows people to embrace their own path, daring cultures of the streets.

Our team of boots-on-the-ground designers pot of true urban culture and high-style fashion. to bring you the freshest designs inspired origins lie in Pittsburgh, our vision extends creativity and individuality knows no limits. to embrace evolution and join in the relentless you look good, you feel good.

creativity in self-expression is an intrinsic human Pittsburgh, Pennsylvania, our roots are in the spirit of the brand, it was a symbol of the vibrant spirit of urban like-minded individuals who shared our celebration of knows no bounds. It’s a way of life that empowers to be different and celebrate the vibrant designers have worked tirelessly to create a melting fashion. In that melting pot, we embrace evolution by the people, meant for the people. While our far beyond, reminding people that the power of limits. We invite everyone from all corners of the world relentless pursuit of self-expression because if

Why JVKED?

JVKED’ s team of boots-on- the- ground artists are inspired by the people, creating designs meant for the people. We embrace evolution of our customers and strive to stay true to their wants and needs.

JVKED finest, ethically organic prioritize and employing that are proven

JVKED collaborates with street artists to create authentic, artistic clothing and skateboard decks for all.

JVKED utilizes only the ethically sourced organic materials. We prioritize honest production employing suppliers are ethical.

JVKED street apparel motivated creativity in self-expression.

exists to offer high-style motivated by fostering self-expression.

“

For customers seeking JVKED is the go-to street apparel. JVKED in our artist-driven, committed to pioneering classic street wear maximizing creativity

Statement

seeking sleek, bold designs, go-to destination for high-style

JVKED’s individuality is rooted artist-driven, boots-on-the-ground team pioneering a timeless blend of wear and modern design made for creativity in self expression.

“

Evolution. 23

Competitors

Their rave inspired sports and skatewear has been turning heads since 2009, with suburban teens, Hip Hop legends and tennis players all sporting the label’s authentic fabrics and wavy designs. The man behind the madness is Levi Tanju - an ex-skater with an impulsive personality and an eye for fashion. Originally, he only had one business plan - Tanju asked a clothing factory ‘can you make the logo as big as it will go on the back of the shirt, as far as the seam will allow’. The prominence of the ‘Tri-Ferg’ logo in today’s world is undeniable. Palace’s authenticity is the key to their success. To its core, it’s a skater brand ran by skaters and brought mainly by people who embrace the skating culture. The man of Turkish descent started to establish his brand by flipping the aesthetic of skater videos - when crews were warming towards HD 1080p film, he was pursuing a 90s VHS style. This was seen as incredibly unique, and has influenced the visuals of many other brands. The key to Palace’s long living legacy is unarguably their logo. Within the short, but dense, history of Tanju’s internationally loved label lies his penrose triangle inspired ‘Tri-Ferg’, which was designed by graphic illustrator ‘Fergus Purcell’.

MISSION

Palace isn’t just a brand. It’s a band of brothers and sisters. Lev Tanju’s vision was simple - create a haven where friends could skate, unhindered by life’s encumbrances.

Fear of God is an independent American luxury fashion label, founded in 2013 in Los Angeles by Jerry Lorenzo. Crafting timeless, wearable garments, the brand’s distinct interpretation of the American expression has become an emblem of contemporary culture. Paying homage to the unique heritage with a contemplated and sophisticated fusion through high-grade materials and fine craftsmanship. Fear of God is an inherently Christian company focused on melding rockstar and hip-hop aesthetics, though recently they have pivoted to a more minimalistic vibe.

MISSION

Fear of God is about the reverence and respect and a peace that you have in knowing God. The flip side of that is if you don’t know Him and if you’re not in a relationship with him, then there is a fear of Him and His power.

Founded by American wunderkind Virgil Abloh, since 2013, the Milan-based label has opened showrooms in 15 locations around the world and retained a starstudded line-up of customers. Abloh’s unique vision has always been the key. What the artist does with OFFWHITE plays a slightly different role than just defining what’s hip on the streets and elsewhere. To be precise, he is cultivating a sort of avant-garde and cult apparel that merges streetwear culture with premium fashion, like reaching a common ground between the two extremes. The brand name itself has an echoing take, it is defined as the grey colour zone in between black and white. The creative is experimenting with getting a classic silhouette to a fresh direction, something that caters for the young millennial generation.

Now one of the most famous streetwear brands of all time, Stussy is a Californian skate and surf brand with an origin story in keeping with the brand’s laidback, free-spirited identity. Growing up near California’s Laguna Beach, a famous spot popular amongst surfers and counter-culture communities, Shawn Stussy stumbled into his business when he started out placing his distinctive signature onto his handmade surf boards in the early 1980s. One thing that set Stussy apart in the early days was the fact that it was one of the first brands to produce goods like caps and varsity jackets that weren’t explicitly designed for sports teams. Combined with the brand’s playful repurposing of logos, Stussy’s groundbreaking reconfiguring of traditional style rules and boundaries laid the foundation for virtually every streetwear brand that followed it. Stussy’s rapid global expansion influenced a number of young designers to follow in his footsteps One of the most famous elements of Stussy is the famous Stussy Tribe - collectives of like minded individuals with close connections to the brand. The movement spread to numerous cities including Paris, Tokyo and New York.

MISSION

Off-White co-owner Virgil Abloh embarks on a new narrative where free thinking inspires a pioneering format for the future, where the age of imagination is the product of reality.

MISSION

ATTRIBUTES - To be punctual with deliveries, ensuring full customer satisfaction. To make sure prices are showing good value for money with the quality of the product, showing more competitive price ranges in comparison to other brand competition.

DISTINCTIVENESS - Stussy packages in a brown paper bag with a simple printed logo, giving a cleancut, less is more look.

NOVELTY - Stussy packages include a variety of items such as stickers, look books, and zines. This shows a competitive edge over companies Stussy sees as competition.

Personas

AGE - 27

WORK - Environmental Scientist

FAMILY - Married, 1 child LOCATION - Denver, CO

Fiona Lambert Lindsey Smith

AGE - 23

WORK - Social Media Influencer

FAMILY - Single LOCATION - New York City, NY

INCENTIVE

GROWTH

SOCIAL

Patagonia Carhartt Stanley Chanel

MOTIVATIONS MOTIVATIONS

LIKES - Hiking, Cycling, Nature, Food

VALUES - Sustainability, Comfort

INCENTIVE FEAR FEAR

Hike the Appalachian Trail

Raise her son

Have a daughter

Go Vegan

FRUSTRATIONS

Introvert Extrovert Feeling Feeling Intuitive Sensitive Perceptive Perceptive

POWER POWER

Fast Fashion is taking over the industry

Sustainable clothes are not as fashionable

Luxury brands are a bit too expensive

SOCIAL MEDIA - Instagram, Facebook, X

“I’d rather be in the woods.”

GROWTH

SOCIAL

BRANDS BRANDS

Louis Vuitton

Fear of God Prada

DIOR

LIKES - Photography, Clubbing, Friends

VALUES - Fashionability, Followers, Likes

GOALS GOALS

Hit 500k followers on TikTok

Get a brand deal with ASOS

Buy a Birkin bag

Learn professional videography

FRUSTRATIONS

Streetwear is too baggy

Luxury brands don’t do brand deals

The Tiktok algorithm is complicated

SOCIAL MEDIA - Instagram, Facebook, X, TikTok

“This fit slays.”

LIKES - Skateboarding, 80’s music, Fashion

VALUES - Fun, Hobbies, Family

Nail that Backside 360

Pay off student loans

Have a kid

Save money for a house

Feels like he’s too old for streetwear

Tired of business casual

Still no kids

Oliver Wilde

FEAR

SOCIAL

LIKES - Partying, Clubbing, Friends

VALUES - Fun, Money, Fashionability

Graduate college on time

Learn Photoshop

Save money for a house

Supreme Stussy BAPE

MOTIVATIONS MOTIVATIONS

INCENTIVE INCENTIVE

FEAR

GROWTH GROWTH POWER POWER

AGE - 30

SOCIAL MEDIA - Instagram, Facebook

“I was going to be the next Tony Hawk!”

Hit 10k followers on Instagram

Streetwear brands all look the same

Too small of a following to land brand deals

Followers and likes declining

SOCIAL

FUBU BRANDS BRANDS

Supreme Golf Wang Palace

Vans

SOCIAL MEDIA - Instagram, Facebook, X, TikTok

“Maybe I should drop out and model.”

WORK - IT Technician

FAMILY - Married, no kids

LOCATION - Philadelphia, PA

AGE - 20

WORK - Student

FAMILY - Single

LOCATION - San Diego, CA

Shane Morgan

Logo Development

Primary Logo and Variations

JVKED’s logo consists of an angular lowercase “J” and “V.” The “V” is stylized to have a disconnected stem in order to complete the arrow motif begun by the “J.” This arrow motifis visually strong and indicates that JVKED has a clear direction, which is to bring creativity to self-expression.

Variations

JVKED

Logo Guidelines

Clear Space

Do Not

Do NOT squash

Do NOT alter color without approval

Do NOT stretch

Do NOT rotate

Do NOT use a thin weight

Do NOT invert

Color

HEX - # 030208

R=2, G=1, B=8

C=76, M=69, Y=64, K=87

HEX - # FCFCFC

R=252, G=252, B=252

C=0, M=0 Y=0, K=0

HEX - # 751DA8

R=117, G=29, B=168

C=68, M=94 Y=0, K=0

HEX - # E63443

R=230, G=52, B=67

C=4, M=94 Y=74, K=0

Typography PRIMEFORM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

HEADING

Subheading Subheading Body

PRIMEFORM PRO

1234567890 !?,.

HEADING

Subheading

Subheading BLACK Heavy SemiBold Regular

Stationery

Website

Website

App

App

JVKED JVKED

SKATEBOARDS

Frankie is a West Liberty University Senior Visual Communications Design Major. They currently based in West Virginia, though after graduation they will be relocating to Nashville, TN. They plan on pursuing work in the music industry, mainly focusing on video editing, designing show visuals, and concert videography and photography.

Frankie has previously worked with a Nashville based marketing agency to create an album cover and is currently working on a music video for a West Virginia based musician. They are also working in the marketing department for the Wheeling Symphony Orchestra.

They specialize in bright, expressive designs that can be easily converted into motion graphic format, because their true passion is everything video based.

When they aren’t working on an artistic endeavor, which is not often, they enjoy continuing their musical projects. They are a self-taught music producer and DJ.

SKATEBOARDS

Hello, my name is Jules! I am a young up-and-coming artist intending to go big in the art world.

Some of my interests are video games, traveling, playing with my cats, and listening to music.

I was never guided in my art journey, all my techniques came from reference images or my knowledge of the world. What I enjoy about art so much is being able to use my creative mind, and put my visions down on paper. Creating stories and characters was always a passion I had.

When I’m in a rough patch for ideas, I mainly get all of my ideas from music that I listen to. I don’t know where I’d be without my music!

My main goal is to focus on becoming a concept artist for games and working on digital illustrations. What I do with my art makes me happy, and I’m so happy to be confident with the work I do. It would be an honor to also inspire others with what I do as well

SKATEBOARDS

Jaxxie Kaine is an artist and current student at West Liberty University with plans to graduate in 2025. Their major is Visual Communication Design, there on the Illustration track, and they are working in a minor in Entrepreneurship. They enjoy making art in many physical mediums, though they primarily create pieces through digital means.

Jaxxie loves to create characters and stories to express through their art, and does so in quite a bit of their downtime. They especially love art that fits in the fantasy and horror genres.

They also heavily enjoy doing graphic design workmaking patterns, layouts, book covers, and logos in classes. After college, they would love to blend poster creation and illustrations they make to work on promotional art for indie video game companies.

ACCESSORIES

ACCESSORIES

SOCIAL MEDIA

SOCIAL MEDIA

Frankie Lander frankieelander02@gmail.com