After our team’s success with the Batwing tee, which helped make Levi’s the best-selling branded t-shirt in the world, I was tasked with creating a new seasonal logo to build on that momentum. I designed the Levi’s Serif logo as part of a brand refresh, reimagining the identity through a bold, retro-inspired lens. Referencing 90s style with a refined serif typeface, the wordmark was applied across all categories and quickly became a top-selling graphic in its own right.