Studio Hazel
Brand & Identity

IAF Clothing


IAF Clothing


IAF, an acronym for If At First, is a local clothing company created to remind people to push through the hard times. At times a therapeutic exercise for it’s creator, IAF combines monochromatic graphics with tongue in cheek messaging about mental health and getting through the day.

Hazel developed a simple and bold visual identity, as well as number of designs. Short runs, an ever changing line up of designs and a decidedly DIY approach to business harkens back to band merchandise.


To ensure versatility, a primary and secondary mark were developed. The clean version was used on all tags, marketing materials and web applications. The rough version could be used as a stand alone design or as part of other apparel designs.


IAF collaborated with local tattoo artist Heath Smith from Right Hand Tattoo on this vintage Santa Cruz skateboards inspired t-shirt. Artwork by Heath Smith and design by Hazel.