SKIMS LOGO, 2019

Kim Kardashian wanted to build a brand that brought the highest standards of beauty to the broadest reach of women. This meant: all shapes, all sizes, all colors.

For all curves.

Starting with the idea of “all,” I used a default typeface (Arial), extruded it in 3D, melted it to give it some curves, took a screenshot of it, expanded it in illustrator, and moved the curves around a few times. Ye changed the “m,” and I changed the "s" while it was on the table with legal for final review.

I never heard back after submitting it, and saw it months later on billboards while driving down Sunset Blvd to Trader Joe’s.