EY- is a streetwear clothing brand that brings to life the culture of a new generation : repackaging. Strategic positioning. creation of the identity of the EY- brand on different printed and digital medias. Trying to put forward a key factor in the strategy : recover old clothes, pieces, to recycle, thrift store. Changing offer and target, the brand had a real need to have a new image. Freelance graphic designer for this store, the issue of this work was the total redesign of the brand, both print and digital. Two main axes were decided: the establishment of a new graphic charter with the creation of the new logo, its business cards, etc. and the imagination of advertisements for local newspapers and social networks.