Scared But Alive set out to launch not just another apparel line, but a brand built on confidence, movement, and identity. They needed a complete brand design package—one that would deliver depth, consistency, and a strong visual ethos across every touchpoint, from apparel graphics to trims and packaging. I was hired as Brand Consultant, Lead Designer, and Product Developer to build and expand the brand’s design system from the ground up.


I created new logo marks and supporting graphics, including the icon that now stands as the face of the SBA brand. Beyond identity, I designed graphics and contributed to the style direction for apparel ranging from basketball shorts and hoodies to sports bras, joggers, jackets, and accessories. I also developed packaging solutions and trim items such as care labels, elastic tapes, TPU bags, poly mailers, and zipper pullers—ensuring the brand identity extended through every layer of the customer experience.


Throughout the process, I brought depth to the overall brand look, maintained consistency across every piece, and stayed loyal to the brand’s ethos of empowerment and bold self-expression. The result was a comprehensive and unified brand system—an identity that feels modern, sharp, and instantly recognizable. By aligning visuals, trims, packaging, and apparel graphics under one cohesive language, I played a key role in the recent successes of the SBA brand, helping transform an apparel vision into a complete branded experience where every detail reinforces the movement behind it.