Brand X
( You determine your own value! )

Objective:
Define and invent an identity for a company that is only known as Brand X. What does Brand X look like? Who wears Brand X? What does X even stand for? All of these questions were blank spots and it was my job to figure out a solution to each one. 

When given the name Brand X, the first group of people that come to mind were a budding generation of millennials. They seem to constantly contradict the norm and set new trends. They also seem to be a generation that demand guidance and desperately gravitate to individualism. Knowing this, I wanted to create a clothing line and personality that go hand in hand with those values!

This leads me to my next point of emphasis with Brand X. After tedious research I determined that VALUE, is the perfect direction for this brand. In mathematics, algebra in particular; the letter X is often a value that needs to be solved. The equations typically ask " what is the value of X? " i thought this would be the perfect play for this brand. 

We would make this brand the antithesis to the vast majority of the leading brands out there! This brand would be SIMPLE in its design, yet evolved in its statement. We are aiming at INDIVIDUALS that value awoken state of mind! Brand X is not about flash or fancy patterns. Brand X wants to empower consumers by allowing them to determine their OWN value. 

My solution, give customers a logo with the complexity of the matrix, meshed with a simplistic look and style that sheds the sociological confounds of that tell people that a persons worth is not determined by splash or flash! We are all equal and " You determine your own value! " which became the mantra for this brand.


My role:
Concept 
Art direction
Graphic Designer
Type Setting 
Copy writing 
Logo design
Layout 

Programs:
Photoshop
Illustrator