Branding, marketing collateral and signage design
"Pretty Freedom was born in the typical fashion of start-up businesses, as the brainchild (conceived over too many drinks) of two friends exhausted by corporate work life. American Apparel expats Helena Brown and Jodee Aguillon solidified their partnership after a hectic store-opening blitz for their former employer.
Pretty Freedom, or "Ilus Malaya", was named for the owners' favourite words in their native languages (Estonian and Tagalog). In many other ways, the vintage store is a reflection of its creators. "Would you wear this?" is their buying criteria, and every piece that finds a home in the shop is something you would probably see in their own closets." ~ from BlogTO