77th Street reigns as a top streetwear icon among Singapore's stylish youth. Boasting an eclectic mix of local and global brands, their high-quality streetwear and accessories are a statement of unique hipness. In redefining their brand, I distilled it to the essence – adopting the brand name styled as a street sign. I seamlessly melded their fashion and accessories for the visual identity, using chic photography to playfully blend urban elements like skyscrapers, roads, and street lamps.
![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/f9af159a-dbd0-4a13-ae58-5350fbbf5026_rw_1920.jpg?h=5e65e2051541d7c38a6dd3493d6be314)
![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/b475ccb8-6c85-44d5-817e-7f37e13a7d37_rw_3840.jpg?h=6f0d8d566031aad65e2e4349199e36ac)
![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/0466ed0e-a281-4ffc-8806-40218c21d4cb_rw_1920.jpg?h=13cbcfa8524f8484369f14ba6b5ab5e6)
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![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/b7e7779e-ed44-40a4-af3d-712b63f7f40c_rw_1920.jpg?h=c6024e2fbf117a6b23e2acf1445f2574)
![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/9808a5a6-a637-4c18-b337-402ffdcf222d_rw_3840.jpg?h=af51fe914983fab7218db40d53595091)
![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/e69b665d-8b08-49e6-a4b2-7025c02d1d32_rw_3840.jpg?h=2635f201deff429246a18c4f4b8a111e)
Agency: Lowe Lintas & Partners Singapore
Design Director: Thomas Yang
Copywriter: Jay Phua
Photographer: Alex KaiKeong