The goal of creating a new sub brand identity for an existing parent brand required extensive research on branding and audience. Arrow magazine is a fictitious sub brand mens fashion magazine. I developed an identity that gave personality to the brand. Using a young male model added a face to the brand, as well as creating spreads about the latest fall fashions. Being that men are taking a new interest in fashion, creating an app that targeted urban young male lifestyle would be appealing to them. Testing was created while developing the app to maximize use and ease in navigation from articles to inspiration clothing pieces.