Launched in 2020, Gemme Collective is the go-to platform for fashion enthusiasts to rent and share high-end fashion pieces. Their aim is to transform fashion consumption by providing access to extraordinary products at a fraction of the cost, all while embracing sustainability. Shortly, a stylish walk-in closet shared digitally. Six months post-launch, me and a fellow freelancer collaborated together with the founder to create an updated brand guideline that would fit with the existing brand elements that were already in place. Our mission: reflect luxury, resonate with diverse tastes, and adapt to fashion seasons. We started by designing a process in which we could help the company explore and find the brand's pulse and feel. Inspired by iconic fashion brands such as Acne Studios and Totême together with user feedback, we evolved Gemme Collective's identity with a new logo, typography, layout, and a sleek black-and-white aesthetic. The color pallet was extended with a bold cobalt blue and a warm beige coral to contrast the already-in-place black and white. The final design embodies sophistication, intelligence, freshness, and, above all, being proud of what you wear.