Complete brand identity and web design for Jo and Lu, a women's contemporary fashion boutique based in Littleton, Colorado. This project encompassed logo design, visual identity system, and brand strategy for an e-commerce clothing brand offering affordable, trend-forward women's apparel.

The brand direction centers on approachable femininity, seasonal style, and everyday wearability, speaking to fashion conscious women who want curated, lasting looks without the luxury price tag. The visual identity, anchored by a distinctive bow logo mark, and hand drawn wordmark communicates warmth, playfulness, and boutique-quality taste, setting Jo and Lu apart in the competitive women's online fashion market.