It was important to find a place where both the target demographics and the client feel reflected in the brand. The target markets are high-end fashion entrepreneurs who are looking for consulting and direction on quality, sustainable, responsible practices within the fashion manufacturing industry, and young entrepreneurs looking for information on how to start a fashion label. As the client is an established creative I asked her to send over some photos of her work and inspiration to gain a more clear understanding on what she likes and dislikes, to narrow in on relevant design concepts. Finding a place that felt both professional, organic and versatile was the key to this project.
Deliverables: Logo, basic brand, business cards, website on its way.
After building many iterations of the type of ‘A’ that sits in the centre, we ended up on this logo that represents the balance between human craft and machine. The two solid, geometric letters ‘M’ and ‘E’ hold the more organic ‘A’ in place. It delicately balances themes of natural and organic with elegance, and strength. Overall it is unique and ownable, while still being classic and refined.
In order to find balance between two differing target demographics, it was important to have a typeface that felt suited to both. Neue Haas feels contemporary and versatile enough to create clean designs throughout the brand. The colours are soft and inspired by nature. Cream and black represent the brand’s primary colours, with the remaining earth tones rounding out the secondary palette.
