Photography
NOT FOUND
An editorial series shot in an abandoned Bad Gastein residence, built around natural light and quiet narrative
May 3, 2026
Emily Sonneborn
(02)
(Brand Identity)
© 2026
STRAYD IS A STREETWEAR BRAND BUILT AROUND THE IDEA OF GOING YOUR OWN WAY. THE NAME COMES FROM "STRAY" — NO AFFILIATION, NO HYPE, NO NORM. COMPLETE IDENTITY BUILT FROM SCRATCH: MARK, CHARACTER, PALETTE, APPAREL.
Client
STRAYD
DELIVERABLES
Brand Identity, Character Design, Apparel Direction, Visual System
Year
2026
Role
Art Director, Designer, Illustrator
(01)
(strayd)
© 2026
THE MARK — One system, two voices.
Two wordmarks. One system. Bootzy TM in lowercase for labels, tags, and digital applications. A hand-written graffiti tag for graphic applications, stickers, and campaigns. One reads clean. The other reads raw.
THE CHARACTER — Built for every surface.
Fozzy is the brand's face. Developed from scratch as a hand-drawn illustration, each colorway maps to a collection. The character was built to scale — from a full back print down to a cap badge — without losing its weight or its attitude.
APPAREL — The design lives on the product.
The design lives on the product. Two character drops on oversized tees, one front print, one back graphic. The lifestyle shots were taken in context because a white studio background would have killed everything the brand stands for.
THE SYSTEM — Every touchpoint is a proof point.
A brand that only exists as a file is not a brand yet. The hang tag, the sticker, the cap badge — each one is a proof point. The wordmark holds at every scale. The character works on every surface.
OUTCOME
STRAYD launched with a complete identity. Not a logo with some colors around it, but a system with its own logic. Every asset connects back to the same decisions: the mark, the character, the palette. What this project shows is not a perfect process. It shows what happens when you commit to a direction and build it all the way through.
