Soft Stella

Building a world around an artist whose work lives everywhere at once required a visual identity loud and strange enough to hold all of it, from hand-crocheted political tops to self-published vampire cowboy zines to Twilight paper doll books. The identity drew from riot grrrl energy and teen bedroom nostalgia, with chunky bubble type, hot pink and acid green, and a voice that is funny and radical and completely sincere. The website was built to move through her world the way she does, housing custom crochet, immersive installations, and a shop that feels like opening a very specific person's diary. The art direction and product photography treated her objects as artifacts, stacking Twilight books next to abortion pills next to ceramic cowboy boots against hot pink backdrops so the absurdity and the politics and the craft sat together on equal footing. The goal was never to clean her up but to turn up the volume.