The Threadgrit brand is vintage-inspired, casual, and is created for the person who’s passionate about life and has the moxie to live it on their own terms. The overall aesthetic is warm and modern and is supported with a color palette of deep jewel tones and earthy neutrals. The lifestyle imagery has an effortless, aspirational and candid feel, while the logo font is a distressed handwritten script, emphasizing the unique individuality of their target consumer. Threadgrit is a vibe. It’s both down-to-earth and slightly irreverent. It’s never contrived – it’s 100% authentic.
In a total branding execution, I created all elements from logo design to apparel trims to marketing to in-store signage to seasonal lookbooks. I worked directly with the vendor to establish the look and feel of all hangtags and labels, directed a multi-location photo/video shoot, provided creative direction for the website, and worked hand-in-hand with our Digital Content Creator to establish the brand direction on social media.
