Back in April 2025, I decided I wanted to build a print on demand clothing brand. I named it Vitals in Black. The idea came from spotting a gap in the market. Nurses and healthcare workers who often felt a little outside the system. Not outcasts exactly, but people who didn't always feel like they fit the mold. Nobody was really speaking to that specific feeling.
So I started building it. The logo, the marketing material, the whole foundation of a brand. But somewhere in that process, I realized something that mattered more than the niche itself. I wasn't part of it. I'm not a nurse. I'm not a healthcare worker. And the best creators, the ones who build something that actually lasts, are almost always part of the world they're building for. That gap between me and the audience kept bothering me. It never fully sat right.
Sketching the New Look
Right now, I'm in the middle of a logo redesign for Vitals in Black. Nothing final yet, just sketching. Testing shapes, testing what the brand actually looks like next to itself, letter by letter, mark by mark. The name isn't changing. What's changing is what sits behind it.
It's a different kind of pressure than starting from scratch. The first version of this logo, I could design freely because I didn't fully know yet who I was building it for. This time, the identity carries more weight. It has to sit right next to HAFY, my personal brand, since that connection is a big part of why I'm revisiting this at all. So every sketch gets tested against that. Does it feel like the same person made both. Does it feel elegant instead of loud. Does it look like something you'd still want to wear five years from now, not just this season.
I don't have the final version yet. I'm still in it.
So I made the call to rebrand. Vitals in Black became something new, and this time I wanted it to connect to something closer to home, my own personal brand, HAFY. I wanted less distance between the two. More of a flow, one feeding into the other, instead of two separate things I was trying to manage.
The new focus isn't about a profession anymore. It's about a state of mind. People at a point in life where they want to change course. Call them quiet quitters if you want, that seems to be the word for it these days, but really it's people who are ready to quietly step into something new and build a future for themselves, on their own terms. And this time, I didn't want the brand to feel like another outcast statement. I wanted it to feel elegant. Sophisticated. Something you'd actually want to wear because it says who you're becoming, not just who you used to feel like.
So this process is still ongoing and I will come with part 2 as this progresses.