Black Fashion Fair is a conceptual, educational, and cultural experience focused on highlighting underrepresented creatives and rooted in the principles of fashion and art direction. We developed a bespoke word-mark and identity system to embody the pillars that Black Fashion Fair represents. Our final brand and identity paid homage to the minimalism and typographical integrity of fashion publications but applied new approaches to what a serif could be in the 21st century. We wanted to embody the feeling of "breaking the norm" while also representing the vast spectrum of expression and class from black creatives across fields within the industry.