EDDY

Eddy is a California-born lifestyle brand rooted in whimsy, wanderlust, and founder Megan Eddings Feely’s fashion background (ex Marine Layer, Ralph Lauren, Tory Burch). Megan approached me to fast-track Eddy’s branding ahead of launch.

• I created the full visual identity, primary logo, icon, and brand pattern, designed to balance empowered femininity with versatility across digital and physical applications.

• The identity has since grown with the brand: in 2025, Eddy opened its first flagship store in Russian Hill, San Francisco, where my logo design evolved into a bold LED signage centerpiece. Seeing the work scale from sketch to street level was a powerful reminder of design’s ability to grow with a brand.