Cool, fashionable, and authentic. These three words pop to mind when we think about Pure Heart Labs. Focusing primarily on the beauty and fashion spaces, Pure Heart incubates and advises brands that are—there’s no other word for it—cool. Because of this, they needed their brand to target a sartorially-minded client. We developed a bold, fashion-forward brand identity and website for the Pure Heart launch. On top of this, we also provided art direction for photography along with the shotlist for launch.