I was solely responsible for branding Vital Kicks’ first permanent store, Vital Chinatown, which opened June 17 as Chicago Chinatown’s first luxury sneaker destination. From concept to launch, I built the brand identity from the ground up—developing guidelines, designing graphics, and creating an exclusive merch collection that bridges Chicago streetwear and Chinatown heritage.
The process began with a literal heart shape, symbolizing “your vitals,” which evolved into a custom calligraphic “V” logo—a form that carries movement, rhythm, and edge, mirroring the energy of sneaker culture. I focused on creating a scalable, enduring mark that could live across signage, apparel, and digital assets, while still feeling handmade and expressive.
For the signature tee, I illustrated the Chinatown Gate, reframed through a contemporary lens to celebrate community and legacy. Each piece was designed to feel both collectible and personal—embodying Vital’s belief in authenticity, culture, and connection. The result is a cohesive identity that positions Vital Chinatown as both a brand and a movement within Chicago’s evolving creative landscape.