jeu de paumeCreative direction
Fashion branding
Brand identity
Summer 2025 Jeu de Paume
In June 2025, I started an internship with NY based 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 interface using Shopify and HTML/CSS.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.