St. Beex
Brand identity and foundation
A brand defined by timeless style, uncompromising quality, and expert craftsmanship.
Project Overview
St. Beex is a Miami-based menswear label with a deep respect for craftsmanship and timeless design. What began as a brief to create a logo and visual identity quickly expanded into a full brand-building partnership — shaping not just aesthetics, but purpose, positioning, and long-term strategy.
Challenge
The founders had ambition and a powerful idea: create menswear that rejects fast fashion and celebrates true garment-making. What they lacked was structure — a clear identity, a defined narrative, and the right industry connections to execute the vision credibly. The challenge was to translate a philosophy into a tangible brand: from vision to visuals, from values to product.
Approach
To understand the brand beyond the brief, we went to Miami to spend time with the founder, immersing ourselves in his story, motivations, and expectations for the label.
This personal, hands-on discovery phase reshaped the scope entirely. The work evolved from designing a visual identity to architecting the foundation of the brand itself.
Scope of work:
The St. Beex Brand Audit
Brand Book Creation
Creative Direction And Design Of Brand Materials
Web development
Art Director 2016-2020
Creative Director 2020-2024
Insight
Timeless menswear brands are built on two things: authentic purpose and exceptional execution.
We uncovered a core truth: for St. Beex, craftsmanship wasn’t a trend — it was the anchor.
The identity would need to express restraint, precision, and confidence, while supporting a production model deeply tied to Italian garment-making tradition.
Creative Direction
The direction was shaped around three pillars:
Craftsmanship at the centre — a visual system inspired by tailoring, material quality, and process.
Deliberate minimalism — clean grids, modern typography, and quiet confidence.
A contemporary luxury tone — elevated, understated, and built for longevity.
My role extended far beyond design
Brand Development
Logo + wordmark
Typography system
Colour palette inspired by natural fibres and modern menswear
Brand values, tone of voice, and positioning
Creative guidelines and foundational brand behaviour
Strategic Direction
Defined core brand principles
Built a realistic long-term roadmap
Guided product positioning and storytelling
Industry Connections
Leveraging my network, I introduced the brand to:
Menswear designers with deep luxury experience
Italian textile experts and manufacturers in Veneto
These partnerships ensured the brand’s craftsmanship ethos translated into real garments.
