SEEK THE UNSEEN

Ghost apparel co.

Rooted in the raw energy of the hardcore and hip-hop scenes, Ghost Apparel Co. channels the spirit of underground culture into skatewear built for the ones who move in the shadows. ​Made for those who carve their own path, speak their truth through motion, and thrive just outside the spotlight.

SEEK. THE. UNSEEN.

SEEK THE UNSEEN.

For Ghost Apparel Co., I developed a visual identity that reflects the brand’s dark, underground energy while maintaining a clean, recognisable presence. 
The custom wordmark began with a gothic-inspired foundation, chosen to echo the brand’s roots in skate culture, hardcore music, and the occult. From there, I refined each character extensively, cleaning line work, balancing proportions, and carving consistent curves into the tops and bottoms of the letters to create a cohesive rhythm across the mark. 
To reinforce the brand’s ethos of “thriving just outside the spotlight,” I introduced a small circular accent element. This subtle symbol adds a sense of mystery while acting as a visual cue that sets the wordmark apart. I highlighted this accent in a bold orange to ensure instant recognizability against the otherwise dark, minimalist palette. 
In addition to the wordmark, I crafted a standalone logo mark derived from the letter G, capturing the essence of the brand in a single, versatile shape. I then created a secondary mark by duplicating and flipping the original form, offering an adaptable system of icons that extends the brand’s visual language. Together, these elements form a unified identity that feels both shadowed and striking, true to the brand’s call to seek the unseen.

Visual Identity

The color palette was designed to amplify the brand’s shadowed, underground personality while ensuring high-impact visual recognition. I built the palette around stark black and white, creating a clean, high-contrast foundation. To inject a distinct signature, I introduced a bold orange accent, used sparingly but purposefully.
This accent not only energises the palette but also ties back to the brand’s theme of standing out while remaining just beyond the spotlight. 
I developed the brand’s tagline, “Seek the Unseen,” a phrase that captures Ghost’s ethos of exploration, individuality, and the hidden layers within subculture. 
I created a custom graffiti-inspired type style. This secondary typographic system adds grit and movement to the brand, giving it the flexibility to show up in raw, energetic formats such as posters, T-shirts, social graphics, and other promotional materials.

"im afraid of being judged"

This promo sets the tone for Ghost Apparel Co., a raw blend of skate culture, underground music, and DIY creativity. Opening with a Super 8-inspired aesthetic, it moves through a series of skating moments layered over a lofi backpack hip-hop soundtrack. A voiceover from skate icon Rodney Mullen grounds the video in authenticity, giving it a reflective, almost poetic edge. There’s no product push here, just the pure vibe of the brand. A glimpse into the world Ghost was built for.