Off/Duty

Off/Duty is built around one idea: the pause, carved out of a schedule that never asked for one. The name and mark (that literal pause icon) come from office hours, city noise, the always-on rhythm of urban life, interrupted on purpose. Beyond identity and packaging, I led the brand's full communication system: logo, social media, and the/magazine, a weekly editorial release styled like a fashion magazine rather than a newsletter, full spreads, fashion-led photography, cover lines, issue numbers. Every touchpoint stayed in that same editorial voice, so pausing reads as something worth dressing up for, not apologizing for.