Fray
Client: Fray
Scope: Brand Identity, Product, Content
Year: 2025

Fray is a personal brand where I translate quiet emotions into tangible design—through stitched objects, hand-drawn forms, and carefully crafted stories.

More than an artistic outlet, Fray is a self-initiated brand built with a clear marketing focus: to offer thoughtful, emotion-driven products that customers can trust and connect with.

As a solo designer, I’ve led every stage of the process—from brand identity and product development to content direction and online shop management—creating a cohesive brand experience shaped by both emotional narrative and strategic design.

Brand Identity & Visual Direction

The name Fray speaks to the intimacy of art entering daily life— not as something distant on a wall, but as something you can hold, wear, and keep close. Each piece carries traces of the artist’s hand—woven textures, stitched edges, forms that feel lived-in rather than manufactured.

The logo was drawn by hand, slightly uneven and personal, reflecting the gesture of making rather than digital polish. Typography choices lean toward soft and understated forms—quiet enough to leave space for the artwork itself. In photography, I choose natural light and familiar settings—an open closet, folded fabric, a chair by the window—moments where art feels at home.

These choices aren’t aesthetic alone—they echo a core belief: that art should not stay on a pedestal, but move gently into the spaces we live in.

Commerce & Reflection

Select Fray pieces were sold at two local markets in New York and as merchandise at an independent exhibition in London. They are currently available through an online shop, where the brand continues to grow organically. While the emotional and aesthetic aspects of the brand have been well-received, I’ve been reflecting on how to strengthen the commercial side—particularly in reaching the right audience.

I'm currently exploring ways to better define and connect with people who are not only drawn to quiet, tactile design, but who are also aligned with the values behind it. Whether through more targeted storytelling, refined product presentation, or community-building efforts, I see this as an ongoing process of learning how design and commerce can support each other.