Brand Identity

We were tasked with creating a new identity for Project Runway alum Samantha Black’s clothing line “Sammy B.” Through our strategic consider phase, we discovered that Sammy B embodies the values that NYC holds at its core and gives it a kick of feminine flair. It is for the rule-breakers, the risk-takers and the go-getters. It is for those who are looking to make their own mark. The brand believes there is no right way or wrong way. There is no mold to fit, or form to follow. Rather, there is your way.

Make it yours.


Samantha Black was honored at the 9th Annual Fashion 500 Gala, following a successful debut of her “212” collection and runway show. We introduced Samantha to the New Design High School, home to Rooftop Legends, to bring to life the vision of her collection and the theme of the runway show - a modern take on fashion and New York City in the 90s.

Image Credits: Johan Vipper, Collis Torrington / Video Credit: Oshy Byrd
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