This brand and design system overhaul puts the "fun" in "functional". Using the foundational principles of simplification and systems-thinking we amplified the ingenious irreverence that makes DTC so unique.
Deliverables
Logo refinement
Updated typography system
Updated color palette
New e-commerce UX & UI
New editorial layout design and template for catalog
New catalog cover art direction
Animated Ad suites
Last Pants Standing interactive
OOH
My role
Concept development
Creative direction
Art direction
Design
Production
Deliverables
Landing page
Anthem video
Interactive white paper
Social campaigns
Adobe personalization interactive
Research infographic
Deliverables
Logo refinement
Updated typography system
Updated color palette
New e-commerce UX & UI
New editorial layout design and template for catalog
New catalog cover art direction
Animated Ad suites
Last Pants Standing interactive
OOH
My role
Concept development
Creative direction
Art direction
Design
Production
My role
Concept development
Creative direction
Art direction
Design
A catalog in a category of one
A catalog in a category of one
Applying method to the mayhem
Reigning in an unregulated design palette, while celebrating and elevating the spirit of the brand required a delicate balance of trimming the fat without losing the feast. I created a framework with several spread templates that ranged from expressive-to-utilitarian, to account for the various merchandising needs while preserving the variety and storytelling spirit so essential to the brand.
