Brand Creation: Altrd Ego
Identifying the Problem
Inconsistent sizing in women’s fashion is a shared headache across generations. Women’s clothing has made many leaps and jumps, but this has been a consistent issue across all brands. Trying on five different sizes just to find one that kind of fits isn’t just inconvenient, it’s exhausting.
I wanted to challenge that norm.
ALTRD EGO is my answer:
a fashion brand built to disrupt traditional sizing and create adjustable clothing that adapts to real bodies and real life.
Establishing the Persona
A person wearing this brand is confident, bold, and unapologetically herself. She values individuality and is always ahead of the curve in fashion. She challenges the norm and fights for equality and self-expression.
Archetype: The Rebel – ALTRD EGO encourages people to break free from the rigid expectations set by traditional fashion norms
Adjectives: Empowering, confident, innovative, inclusive, bold
Examples of Personality in Communications:
Social Media: Bold, energetic language, for example: "Find your perfect fit—because your body deserves better."
Crafting the Voice & Tone
Defining the Brand Purpose
Brand Name: ALTRD EGO
Industry: Women’s Apparel
Mission: To redefine fit and inclusivity by offering adjustable clothing that moves with you
Vision: Empower women to express themselves freely with fashion that fits who they are today, tomorrow, and beyond
ALTRD EGO’s brand voice is casual but confident, like a best friend who hypes you up and knows how to fix your zipper. Tone shifts based on the moment:
Social Media: Witty, punchy, and inspiring
"Why settle for pants that don’t fit? #AdjustableIsTheNewStandard"
Customer Service: Supportive and solutions-oriented.
"We totally get it! Your comfort is our top priority."
Campaigns: Friendly, professional, and deeply focused on customer needs.
Knowing Our Audience
Demographics:
Age: 15-25
Gender: Female
Income: Middle-income to college students
Occupation: Students, early-career professionals
Education: High school-educated, College-educated or in-progress
"ALTRD" (a stylized spelling of "altered") highlights the brand’s core feature, adjustable sizing, emphasizing customization and personal fit
Psychographics:
Values: Self-expression, body positivity, inclusivity, sustainability
Lifestyle: Social media-driven, conscious consumers who value brands with purpose
Customer Pain Points: Frustration with traditional sizing, desire for clothing that fits comfortably and flexibly, and preference for brands with ethical values
Naming the brand
Designing the Visual Identity
The look of ALTRD EGO had to match the energy of its mission. The visual identity uses bold, confident colors like yellow, green, and pink—balanced with neutral tones to ensure inclusivity. Typography is sleek and modern, a nod to innovation. Imagery leans raw and real: diverse models, street-style textures, and handwritten overlays that feel distinctly Gen Z. The result? A visual experience that empowers from the first glance.
The dotted heart around the logo feels warm and supportive, like a gentle reminder to care for yourself. It also hints at sewing patterns and clothing design which is a nod to the custom feel of the jeans
The scissors cutting through by the word "ego" are a playful way of showing the brand is doing things differently and reshaping the mold
"ego” Suggests individuality, self-expression, and confidence, aligning with the emotional empowerment your brand offers women when they wear jeans that actually fit their bodies
Translating It into Strategy
Innovation: Pushing the boundaries of fashion with adjustable, customizable clothing
Sustainability: Using eco-friendly fabrics and ethical production practices
Brand Values
Inclusivity: Providing adjustable sizing options for women of all shapes and sizes
Comfort: Ensuring every piece offers flexibility and comfort for everyday wear
Brand personas aren’t just theory—they’re a roadmap. ALTRD EGO’s “Modern Trailblazer” persona guides everything: how we speak, what we post, what we make. It ensures every customer touchpoint is cohesive, intentional, and on-brand. Whether it’s a TikTok, product label, or support email, our tone and personality stay consistent. That’s how you go from a brand people buy once to a brand they love for life.
Final Brand Board
Moodboard