HEYCHIC — Gary Gong

Brand Identity • Art Direction • Digital · Fashion

A refined, free-spirited identity inspired by the endless Australian summer.

01Intro

Featured Work

(01) Brand Strategy
(02) Visual Identity
(03) Brand Experience

HEYCHIC is shaped by a refined nomadic aesthetic, balancing sophistication with a free-spirited sense of exploration. Inspired by travel, natural forms, and the warmth of the Australian landscape, the visual identity creates a world that feels elevated, effortless, and distinctly feminine.

A restrained visual system allows fashion and photography to take the lead, while expressive typography, generous white space, and organic details give the brand a recognizable sense of character.

The identity brings together delicate serif typography, a hand-drawn sun symbol, and a restrained monochromatic palette, complemented by warm sunset-inspired tones. Together, these elements express HEYCHIC’s vision of a forever summer — a visual language built around freedom, femininity, travel, and timeless style.

HEYCHIC summer fashion campaign on stone steps

02Logo

The HeyChic logo features a delicate serif font with a calligraphic feel that adds a touch of elegance and artistry.

Our logomark is a hand-drawn sun to embody the spirit of the brand, representing a forever summer vibe and a sense of exploration and freedom.

02Logo Variations

Primary logo, this logo should be used in most applications and can be paired with the logomark positioned separately.

Secondary logo is designed for smaller-scale applications where legibility is crucial.

Alternative logo, primary logo alongside the logomark.

Logo in Photography

The HeyChic identity brings a consistent signature to campaign photography.

03Typography

DISPLAY FONT

Apris is our distinctive display font, used sparingly for impactful headlines. Its unique characters and flowing lines reflect the brand’s free-spirited nature.

BODY FONT

Messina Sans is our versatile body font, chosen for its clean, modern aesthetic and excellent readability. This font is used for body copy and subheadings, creating a harmonious balance with the display font.

04Colour Palette

BRAND COLOURS

A sophisticated, monochromatic palette of ivory, white, and black. This timeless palette provides a clean and refined foundation for our brand, ensuring our products and campaign visuals stand out.

PROMO COLOURS

An earthy, warm palette inspired by a vibrant Australian sunset. This palette adds depth and a grounded feel to our brand, creating a sense of authenticity and warmth.