ANGEL GOOSE APPAREL
soft hearts & bad decisions
SOFT HEARTS & BAD DECISIONS.
Angel Goose Apparel is a Boston-based clothing brand I founded and built from the ground up in summer of 2026 combining humor, honesty, and comfort through two distinct collections: Silly Goose and Soft Goose. What began as an idea for apparel became an opportunity to create an entire brand world - from its visual identity and voice to the products, packaging, photography, website, and marketing that bring it to life.
As Founder and Creative Director, I developed the brand identity, apparel graphics, art direction, photography, e- commerce experience, social content, and launch campaigns while establishing a visual system that could grow alongside the brand. The project explores how personality can
touchpoint without sacrificing experimentation or individuality.
Below, you can explore selected photography, marketing materials, and the complete brand identity deck created for Angel Goose.
Visit angelgooseapparel.com to experience my approach to building a brand in full- from identity and storytelling to product, digital experience, and the world surrounding it.
THE SOCIAL VIBE: Nostalgic, honest, imperfect editorial streetwear.
Cohesive "Pinterest-like" palette to appeal to target audience: dirty olive green, deep/cherry red, cocoa brown, cream, faded denim blue and washed-out sky blue, with black appearing more as an anchor than the main aesthetic.
