Federal is a rustic-cool menswear boutique in Washington, DC, carrying brands such as Filson, Pendleton, Levi’s, Red Wings, Herschel Supply Co., and Nixon. As the store lacked strong visual identity, the student assignment was to reimagine the brand. My branding approach for Federal embraces adventure, travel, and the best times of life. The livelihood of the brand comes from the key notion: man is defined by his family, his friends, and the clothes on his back. My concept was to express a balance between a man of adventure—getting down and dirty in the experiences of life—with a man of refinement.