ACE

HARPER

PUNK NOUVEAU, TAILORED TO TRANSFORM

Designer Ace Harper wasn’t launching just another fashion line—she was introducing a new silhouette of self-expression. A bold blend of glam and grit, shaped by her life on stage, in the studio, and on the move. The challenge? Build a brand that could hold that energy. A label with edge, elegance, and emotional resonance.
This isn’t fashion for the faint of heart. This is couture for the courageous.
The world didn’t just get new clothes. It got a new invitation:
To be seen. To be singular. To become iconic.

Ace herself is a multi-hyphenate force, dancer, performer, mother, creative, whose life informed every cut, fabric, and flourish. The brand needed to reflect that duality: polished yet punk, refined but rebellious. We saw an opportunity to define Ace Harper as a new kind of luxury: one that empowers the wearer not just to look iconic, but to feel it.

We framed the brand around a core invitation:
Unleash your iconic self.
This line became the throughline for the entire brand expression. It wasn’t just a statement, it was a stance. A luxury brand with a backstage pass.

We coined the term: Punk Nouveau. A fresh, feminine aesthetic, grounded in strong tailoring, glam-rock confidence, and a reverence for artistic rule-breakers. Think Bowie meets Balenciaga. Martha Graham in sequins.

We created a voice, part runway, part RuPaul. Always intelligent, never insular. Sharp where it matters, soft where it counts.

Brand Strategy
Brand Positioning
Logo & Wordmark
Brand Guidelines
Style Guide
Graphic Design
Art Direction
Fonts
TOV & Copy Guidelines
Use Cases and Examples

SGC TEAM:
David Boxser
Kevin Garcia
Alex Molyneaux

Partners:
Ace Harper
Aaron Feaver
Megan Renee
Nancy Schneider

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SG Cartel led the full brand articulation—from strategic foundations to tone of voice and campaign copy. Our work included:

  • Defining the brand manifesto, mission, and emotional values

  • Designing the entire graphic expression of the brand, including logo, wordmark, color system as well as secondary and tertiary design elements

  • Art Direction Guidelines and aesthetics

  • Developing copy systems across touchpoints: digital, print, retail, CRM

  • Crafting a rich tone of voice informed by muses like Grace Jones, David Bowie, and Joan Didion

  • Writing headlines, taglines, and product language to match the brand’s glamour and guts

Whether it was a billboard or a garment bag, every detail reflected Ace’s central belief: confidence is couture.

Ace Harper emerged as a brand with presence. Poised but powerful. Visually unforgettable. Emotionally electric. Since launch, the brand has carved out a space in the luxury fashion landscape for those who dress not to impress, but to express.

A wardrobe for the woman who writes her own rules, and walks into any room like it’s her stage.