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Client: HART LËSHKINA FOR SAMUEL GUÌ YANG

Project: SAMUEL GUÌ YANG

Year: 2015

Role: BRAND IDENTITY DESIGN

Samuel Guì Yang is a multidisciplinary design studio based in London, exploring concepts through garments, objects, and printed media. The studio’s work is rooted in an interest in the human form—a perspective shaped by Yang’s background in the fine arts. For Yang, fashion serves as a medium uniquely capable of engaging with the living body, offering a proximity and intimacy not as easily accessed in other artistic forms.

Brand identity designed with HART LËSHKINA for SAMUEL Guì YANG.

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A FLEXIBLE MARK

Reflecting Samuel Guì Yang’s core ethos, the brand identity—designed in collaboration with Hart Lëshkina—features a series of playful yet distinctive marks, blending typography with hand-drawn elements. This identity is designed to be versatile, evolving with the studio’s exploration of new formats and themes, and even becoming abstract at times while remaining recognizably Samuel Guì Yang.

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UNTITLED (EPHEMERAL STUDY 1)
POSTCARD SET + BONUS POSTER

This limited-edition set includes 12 postcards and a poster in a custom small pocket folder (6 × 4.25 inches), with imagery by NYC-based duo Hart+Lëshkina. Commissioned as part of Untitled (Ephemeral Study 1), the images delve into the subversive beauty, tension, and purity within the surreal aspects of daily existence, capturing the Samuel Guì Yang ethos in an evocative, conceptual narrative.

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