jeu de paumeCreative direction
Fashion branding
Web prototype
Summer 2025 Jeu de Paume
In June 2025, I started an internship with NY based clothing designer Samuel Sternberg to relaunch his streetwear brand Shmeel as Jeu de Paume, a luxury tenniswear brand. During the internship, I created the brand’s wordmark, chose brand typography, materials for social media and print, and assisted in creating the brand website’s UI through prototyping on Figma. I developed the creative direction of the launch imagery through photographs chosen through research. The photographers are based in NYC, as the brand, depicting glimpses of every day life in an elevated fashion.To bring the brand from streetwear to elevated sportswear, I assisted in forming a concrete brand identity and worked with the designer to understand social media trends to push the brand into the algorithm. I studied contemporary brands and their online presence and researched fashion branding history in order to create a wordmark and typography that was both contemporary but recalled familiar luxury branding. Wordmark created using Neulis Sans medium, inspired by Acne Studios and Acqua di Parma typefaces to represent the brand’s minimalist and functional products and call back to contemporary fashion. Promotional Instagram reel introducing the rebrand.Conceptual introduction Instagram posts. Website desktop view prototype.