West of Melrose is a Tillys-owned fashion brand built for young women who embrace individuality, confident expression, and effortless style. Inspired by the eclectic boutiques of Melrose Ave., this new identity mark blends minimalist design with feminine edge, creating pieces that pair seamlessly with iconic wardrobe staples. I developed the full wordmark and trim system—spanning packaging, hang tags, labels, digital assets, and hardware—to position West of Melrose as a complementary contemporary to brands like Levi’s, Free People, and Anthropologie.