Freddie is a fashion, drag, and beauty photographer based in Chicago, Illinois who brings out the poise and stature in every photo he captures. From our first conversation, Freddie told me that high-end fashion and patterns bring so much inspiration to him and his photography. He wanted his brand to be sharp, modern, confident, and show flair. One of Freddie's favorite patterns is houndstooth, which we used for inspiration in our typography and icon design. We used bold cuts and strong serifs to exude confidence and strength.