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AFTER EFFECTS
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“ALWAYS MOVING, NEVER MATCHING” - A Spring 2026 Campaign for Roxy
This Spring, ROXY celebrates the beauty of motion; not perfection.It’s about getting out there, trying something new, and finding joy in the in-between.
The Always Moving, Never Matching collection brings color, texture, and play back into everyday style; pieces made to move with you through whatever the day becomes.
Roxy Spring ‘26
Promotional Mail & tactile advertisement
“Always Moving, Never Matching” Campaign Mark
For this campaign, I reimagined the ROXY heart; not as something perfectly mirrored, but as something that feels alive.
The refreshed Logomark plays with distortion, layering, and texture to reflect the campaign’s energy: always in motion, never static. The lines shift and overlap, echoing movement and individuality, while still keeping the recognizable heart shape that defines ROXY’s legacy. By roughening the edges and introducing collage-like imperfections, the logo becomes more tactile; something that feels handmade.
Made to Move (and Tear Out!)
Designed like the zines and magazines we grew up loving; this catalog includes a tear-out poster so you can take a piece of the energy with you.
A catalog that doesn’t just show movement; it invites it. Tear out the poster, pin it up, and keep the creativity flowing.
#MyROXYRhythm invites everyone to join the movement; literally. Tear out the poster, wear your favorite ROXY piece, and share how you ride your own rhythm.
BRINGING BACK THAT ROXY CHARM
This season’s drop is all about motion, messiness, and making your own kind of magic. Each piece was designed to move with you; from easy, throw-on tees to playful prints that mix, clash, and somehow just work.
I wanted to design new apparel that brings back the heart of what made ROXY special; that fearless mix of textures, color, and confidence. These pieces aren’t about fitting in or matching up; they’re about expression, energy, and the joy of just getting out there.
HANDS ON! The Making of “Always Moving”
MOODBOARD
INITIAL BADGE & LOGO SKETCHES
Always Moving, Never Matching
ROXY has never been about doing things perfectly. It’s about showing up anyway.
It’s about movement; the kind that comes from joy, from energy, from trying something just because it feels good. We’ve never cared about looking polished or put together, and we don’t plan to start now. We believe in the in-between moments: the messy, the playful, the ones where you’re just figuring it out as you go.
So move. Mix. Create. Dance. Play. Do it all in your own way. and don’t stop.
ROXY — Always Moving, Never Matching.
