Euphoria Threads
IDENTITY / BRANDING / PRINT / ART DIRECTION
Euphoria Threads is a gender-free clothing brand founded in 2023. As the founder and creative lead, I oversee everything from strategic direction to design, product development, and daily operations. In 2024, I led a transformative rebranding to better align our visual identity with our core mission: to empower and uplift the 2SLGBTQIA+ community by spreading positivity, celebrating authenticity, and giving back.
Color Palette
The color palette for Euphoria Threads was thoughtfully crafted using color theory to evoke a sense of boldness, joy, and inclusivity. It strikes a balance between playful energy and professional versatility, ensuring a warm and inviting feel while remaining modern and brand-ready.
Lavender (#CDB2FA): Evokes creativity, inclusivity, and self-expression. Soft, calming, and gender-expansive (often associated with queer aesthetics).
Light Pink (#FFC5F4): Gentle, uplifting and represents love, softness, and care, reinforcing inclusivity. Warm, inviting, and joyful.
Charcoal Black (#222222): Modern, polished, and timeless aesthetic. A strong, neutral anchor that balances the bright colors in the palette.
Vibrant Purple (#8751E1): Creativity, uniqueness, and joy. Embodies confidence and empowerment. Strong, regal, and grounding (historically tied to LGBTQ+ pride).
Bright Pink (#FF92EA): Playful, energetic pink that radiates joy, celebration, and pride. Bold and energetic, adding vibrancy.
Vibrant Teal (#00DFCA): Fresh, inviting and symbolizes clarity, individuality, and renewal.
Sky Blue (#51A7ED): Fresh, uplifting, and full of possibility. Trust, creativity, and freedom, evoking open skies and a sense of optimism.
White (#FFFFFF): Purity, simplicity, clarity, and openness. Provides a sense of balance, allowing other colors to stand out while also evoking feelings of inclusivity, peace, and possibility.
Logo redesign
2024
2024
TASK
Redesign logo to better align with mission that captures the brand's uplifting and empowering energy.
Redesign logo to better align with mission that captures the brand's uplifting and empowering energy.
Euphoria Threads underwent a transformative rebranding to better reflect the brand's core mission: uplifting and empowering the LGBTQIA2S+ community. While the original logo had a clean, minimalist style, it didn’t fully capture the essence of our brand.
ORIGINAL LOGO | 2023
NEW LOGO & MARK | 2024
Logo inspiration
The new logo was designed to evoke a sense of euphoria while maintaining a clean and modern aesthetic. The circular composition reinforces unity and wholeness, while the surrounding stars symbolize limitless possibilities, queer and trans joy, and the magic of self-discovery.
Inspired by a calm night sky, which is a recurring theme in the brand's illustrations and product designs, the logo captures a sense of wonder and empowerment. The curved lines and balanced typography create a bold yet welcoming feel, aligning with the brand’s mission to uplift and empower the community through gender-free apparel and accessories.
Print Application
Our empowering message carries through to our print materials, creating a joyful and affirming unboxing experience. These shipment inserts reflect our playful brand voice with bold typography, vibrant color palettes, and clear layout hierarchy to balance visual impact with function. From the thank-you note on the front to the discount offer on the back, every element reinforces connection, joy, and customer appreciation while encouraging engagement and repeat purchases.
PACKAGING INSERT CARDS | 2025
STICKER SHIPPING ENVELOPES | 2024
Our social media channels, products, and campaigns are designed to uplift, spark conversations, and inspire action in the fight for justice. Every decision we make, from design to digital engagement, is rooted in fostering a sense of belonging and strength, ensuring queer and trans folx feel seen and empowered.
Social Media to Product Pipeline
At Euphoria Threads, we take a community-driven approach to product design. Our original illustrations are first introduced on social media, allowing us to engage directly with our community and gauge interest. This process fosters connection and ensures our designs resonate with the LGBTQ+ community.
Once an illustration gains traction and positive feedback, we develop it into apparel and accessories, transforming digital art into wearable affirmations and LGBTQ+ visibility. This approach ensures that every product we create is not just visually compelling but also meaningful to those who wear it.
E-commerce Website Design
Designed and developed the entire Euphoria Threads website from the ground up, including a full rebrand and ongoing maintenance. Focused on creating an affirming, accessible, and joyful digital space that reflects our community-driven mission and values.
I built a fully responsive, mobile-optimized layout on Shopify, designed for ease of navigation and performance. The shopping experience was developed with intentional typography, color palettes, and inclusive language to reflect the brand’s identity. I created all visual assets, including custom photography, illustrations, and promotional graphics. A user-friendly navigation system and intuitive filtering were implemented to support seamless product discovery
The site also features integrated seasonal product drops, homepage refreshes, and storytelling sections tied to community impact. I maintain and update the site regularly, including product listings, accessibility improvements, and performance checks. The result is a clean, modern structure infused with retro warmth and a bold, empowering tone—capturing the heart of our brand and the people we serve.
Collection & Homepage Banners
Curious to see how Euphoria Threads is making an impact?
Check out our campaigns.
Check out our campaigns.
Want to see more illustrations?
Interested in collaborating on a project?
Email me: sjmoecker@gmail.com
Email me: sjmoecker@gmail.com
I'd love to hear your idea!
