Ace Harper Campaign. A woman with red hair in a colorful, abstract patterned dress is lying on the floor among vintage televisions. She is making a peace sign with her right hand near her face and smiling.

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

Design sketches of the name 'Ace Harper' in black and white with geometric and stylized lettering.
The image features the name 'ACE HARPER' written twice in stylized black text, once on a dark background and once on a white background.
Graphic showing logo design process with monogram 'A C', the name 'ACE HARPER', and layout measurements and annotations for font and size.
Three horizontal color blocks in dark brown, light beige, and taupe colors with the name 'Ace Harper' written in black font on each block.
A color palette chart with six vertical color blocks labeled as blood, charcoal, whisper white, ecru, earth, with their respective RGB and HEX codes, CMYK values, pantone colors, and proportions.
A typography style guide page featuring different header fonts, subheaders, and text styles with information on font types, sizes, and comparisons for brand design.
Page from a guidelines book showing typography styles with text and color samples, divided into two columns with headings in various typefaces and a purple button labeled "Lorem Ipsum" at the bottom.
Brand Tagline, Unleash Your Iconic Self for Ace Harper clothing.
Design with three horizontal color bands: dark red, beige, and black, with text "Be Seen," "Fall Winter 2023," and "Individual, Irrepressible, Unmistakable"
Text reading 'Unleash Your Iconic Self' on a dark maroon background.
Text-based webpage with a quote about Ace Harper designs, and descriptions emphasizing empowerment, tailoring to the inner woman, and unleashing one's iconic self.
A maroon-colored card with the initials 'AC' and the name 'Ace Harper' written in white text.
Ace Harper Logo. A dark red textured background with a stylized letter 'A' and a 'C' intertwined in a glossy, dark red finish.
Collection of white stationery items with the name 'Ace Harper' on a burgundy background, including envelopes, business cards, and notepads with the logo in the upper left corner.

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.

A woman with curly dark hair wearing a gray blazer over a patterned dress, standing in front of vintage television screens with colorful patterns and logos.
Two beige clothing tags with black strings placed on a white surface, one tag displaying the name 'ACE HARPER' in maroon and a faint logo, the other tag with small printed text.
Close-up of the inside of a tan coat showing a white label that says 'ACE HARPER' and a tan looped fabric inside the coat.
A woman with red hair wearing a fur coat, black sunglasses, and red high heels, poses on her hands and knees next to vintage television sets displaying abstract graphics, in a dark room with a purple hue.
Empty smartphone screen with a black background, white outline, and no visible content.
Empty black smartphone screen with a notch at the top and a home button at the bottom.

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.

A collage of four smartphone screens displaying fashion articles from Vogue Portugal and an Instagram post. The first screen shows a vintage computer monitor with a plant vine around it, displaying 'ACE HARPER.' The second features a group of women in colorful dresses, some with flower crowns. The third shows a woman with an elaborate floral headpiece and makeup, with text about Ace Harper's spring 2025 fashion collection. The fourth is an Instagram post praising Ace Harper for her dance and music skills used in punk fashion, with a photo of a woman lying on the floor with red hair and bold makeup.