The Pierced brand and concept store rethinks the piercing and body modification industry - launching as a luxurious and aspirational destination that melds functionality with aesthetics.

While working at Kastor & Pollux, I created the Pierced brand identity, together with Dani Roche. This included designing a unique logo and accompanying iconography, marketing assets, developing the direction for photography, developing the social look and feel, designing the website, and creating the shop hoarding. See the full brand guide here.

The logo used a traditional modern sans serif which was softened by the round edges and a custom “c” that subtly referenced the nature of the services and products of the business. I also art directed, cast and photographed the brand’s first campaign, which used a diverse mix of real women to ensure the brand stayed relatable. Rather than a blatantly obvious focus on the jewellery, I wanted the photographs to emphasise the attitude the piercings added to each person, resulting in images that are aspirational to the target audience. See the campaign here.