Atrois Fashion

Atrois is a fictional gender-neutral fashion company centered around minimizing barriers that make shopping difficult for trans people. Functionally, the site would do this through implementations such as the ability to filter out clothing that might cause dysphoria through the shape or cut. In my creation of this brand identity I wanted Atrois to have a design style that felt refined yet still bold and unapologetic.

The mix of bold but rigid shapes with sharps and smooth curves aims to create a wordmark with a funky personality that stands proud and firm. Modern, crisp neutral colors collaborate with bright, friendly blue and yellow to create a color scheme that’s the best of both worlds. Integrating with the playful prose of content that makes reference to trans experiences, the viewer can feel as though they are in a relieving space.