TryUMF

Men’s Fashion

The Perfect Fit

I love systems and despise happenstance. I love ambiguity because, for me, ambiguity means plurality of meanings. I love contradiction because it keeps things moving, preventing them from assuming a frozen meaning, or becoming a monument to immobility. As much as I love things in flux, I love them within a frame of reference - a consistent reassurance that at least and at last I am the one responsible for every detail. And that is why I love Design.

Deliverables
Brand Identity, Logo Design
Project type
Self initiated project
Role
Designer, Copy writer

TryUMF

Men’s Fashion

Deliverables
Brand Identity, Logo Design
Project type
Self initiated project
Role
Designer, Copy writer

The Perfect Fit

I love systems and despise happenstance. I love ambiguity because, for me, ambiguity means plurality of meanings. I love contradiction because it keeps things moving, preventing them from assuming a frozen meaning, or becoming a monument to immobility. As much as I love things in flux, I love them within a frame of reference - a consistent reassurance that at least and at last I am the one responsible for every detail. And that is why I love Design.

The Brand

The goal for the website was to bring the look and feel of the brand to the web while creating an easy to navigate, informative site. We took a complex topic and distilled it down to an organizational structure that would make sense to normal people. To make the content easier to digest, we simplified copy and focused on type pairings and typography rules that make reading on the web much easier. The overall aesthetic was meant to convey a sense of tradition while inspiring trust.

The Challenge

The goal for the website was to bring the look and feel of the brand to the web while creating an easy to navigate, informative site. We took a complex topic and distilled it down to an organizational structure that would make sense to normal people. To make the content easier to digest, we simplified copy and focused on type pairings and typography rules that make reading on the web much easier. The overall aesthetic was meant to convey a sense of tradition while inspiring trust.

The Approach

The goal for the website was to bring the look and feel of the brand to the web while creating an easy to navigate, informative site. We took a complex topic and distilled it down to an organizational structure that would make sense to normal people. To make the content easier to digest, we simplified copy and focused on type pairings and typography rules that make reading on the web much easier. The overall aesthetic was meant to convey a sense of tradition while inspiring trust.

Most people innately dislike change. It means something new to
understand and get used to. For employees, change is unsettling
and often threatening. For customers, it can be confusing.
In any branding initiative, especially a significant rebrand, think
of it as change management. Change has to be explained,
the reasons have to be clear, and the relevance has to be
communicated through direct messaging strategies.
The lesson we have heard over and over from executives who
have been through significant change programs? “It’s impossible
to over-communicate.”
Communication, however, is not just a matter of volume and
frequency, but also of precision and relevance. Who needs to
know what? What might be their concerns about the changes
that are unique to them?

Yacon Building Contractor
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Ashara Architecture
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