Azimuth Branding
2017
Client
Azimuth Clothing
Project Overview
Azimuth Clothing began as a collaboration with a friend who approached me to create a full branding system for his handcrafted outdoor apparel. What started as a request quickly evolved into a passion project, allowing me to combine illustration, art direction, and systems thinking into a cohesive design language.
01 ABOUT
The Project
01
Problem
The challenge was to build a brand that felt as intentional and crafted as the clothing itself. The identity needed to reflect the rugged spirit of the outdoors while holding its own next to moody lifestyle photography and artisan-level craftsmanship. Every element, from typography to color, needed to contribute to a unified story.
02
Outcome
The final brand system captured the essence of handcrafted detail through illustrated logo marks, rich color palettes, and a focus on texture and tone. The result was a visual identity that invited curiosity, elevated the product, and delivered lasting impressions through thoughtful design.
02 CONCEPT
Forging The Mark
We pushed the boundaries of a tactical, analog brand by experimenting with ideas like business cards that doubled as stickers for guerrilla-style marketing. Every detail tied back to the brand system. The project never launched, but the system stands as a strong example of my brand work.
03 DESIGN DEVELOPMENT
Analog Ideas, Modern Impact
Defining the platform naturally led the team into storycrafting. The narrative was approached like a motion piece, using storyboards to shape the visual flow alongside our writer. Simplicity guided the process, and clean iconography was carefully aligned with the verbal narrative to create a seamless and engaging experience.
