Russeprofilering was a four-year design role where I held primary responsibility for shaping visual identities across two distinct but interconnected areas of the business.

The first focused on profiling graduating student groups (“russ”), where we guided them through the full identity process, from naming and logo creation to how their visual expression translated across garments. This included strategic placement, scalability across formats, and ensuring each group’s identity felt both cohesive and distinctive. The process combined branding fundamentals with a strong understanding of youth culture, enabling designs that resonated socially while remaining visually clear and production-ready.

The second area, developed internally as “Original Merch,” shifted from custom identity work to product-driven design. Here, we created a line of standalone garments without group-specific prints, designed for everyday use. I was responsible for developing the logo and overall product identity, establishing a cohesive visual language that could scale across collections. What started as a complementary offering quickly evolved into a strong, independent product category, highlighting the potential of combining brand thinking with commercially viable design.