I created a full brand identity redesign concept and retail app concept for Demonia, a company known widely for their sexy and alternative footwear. My core challenge was to modernize the brand without sacrificing its iconic edge. I successfully redesigned the branding to fit a sleek, contemporary aesthetic while expertly preserving the original, high-impact feel and identity that their core audience knows and loves. Deliverables included a fresh logo, wordmark, color palette, and type guide. Following this new identity, I designed the complete UI for a retail app, featuring multiple pages. To celebrate the individuality that Demonia’s customer base values, I integrated a range of customizable color variations that allow every consumer to tailor the shopping experience to their unique taste. I brought an established subculture brand into the modern digital era.