Gallery Los Angeles is a conceptual women's and men's multi-brand luxury online retailer designed with Californian flair and whimsy.

The inspiration for logo was inspired by Koonsian kitsch that plays upon Los Angeles history of boardwalks and carnivals. The logo is a puffed up, abstract and gum-like, yet flattened, gritty and textured like concrete for an urban, edgy atmosphere.

As an online retail store, the website, landing page, and email marketing campaigns are vital to drawing clientele. Hence, collage elements paired with images of models from all multiple backgrounds were utilized as a metaphor to Los Angeles being a collage of diversity and color.

The collages also serve as moodboards for social media or blog posts, alludes to the current generation’s attraction to raw, grassroots, personal content, as if the pages were an inspiration board from Pinterest.

The copy is modern, informal, and witty to draw upon humor, slang and pop-culture references to capture the viewer’s attention.