BLANK's brand logo in green where brand name letters are on one line. The L looks like a curser with a blank spot that needs to be filled in.

Creating clothing basics that feel anything but

industry:
Fashion
Location:
New York
Collaborators:
Charlotte nash
Lily Stodel
BLANK imagery on posters on a brick wall.

We worked on

Brand Strategy & Positioning
Brand Identity
Tone of Voice Guide

Discover

Founded in 2020 with just an online store, in 2022, BLANK decided to open two brick-and-mortar stores. They came to us because they wanted to ensure that the brand would be portrayed in a seamless way both online and offline.

We kicked off the Brand Strategy session by looking at what problem BLANK was trying to solve, what challenges the company was facing, and what they felt were the key growth opportunities for the business in the local and global market. We also looked at what differentiated them in the market - on the level of both strategic business and brand perceptions.

As the conversation evolved, we developed their consumer personas and produced a strong set of company values which helped guide both the design process and the development of a unique Tone of Voice for the company.

The company came up with six core values they strive to uphold:

Social
Affordable
COMfortable
Customer Service Oriented
Customer Service
Oriented
ESSENTIAL
Leader
Discover

Finding great-quality, versatile pieces is tougher than it should be. Everything out there is either uncomfortable or too expensive, making it hard to love your clothes. Enter BLANK.

Image of the BLANK store. It is a neutral beige color with concrete and blank metal accents.Image of the BLANK store. It is a neutral beige color with concrete and blank metal accents.

Tone of Voice

We used these values to produce a voice that was familiar, minimalist, and effortlessly self-assured. A tone of voice which would toe the line between cool and casual. Think your stylish friend who gives you fashion advice. They wanted to be friendly and warm, but not overly excited and bubbly.

An image explaining how to write link BLANK including being familiar, warm, and writing in first person.An example customer email showing it show be short and sweet, grab their attention, build excitement, and end with a CTA.Example Call to Action language including "Shop Now", "Find Your Look", and more.

We needed a Tone of Voice which would toe the line between cool and casual. Think your stylish friend who gives you fashion advice. Warm and friendly, but not overly excited and bubbly.

Design

Design

Color Palette

BLANK describe themselves as easy, effortless, and stylish, and we wanted the color pallette to reflect this. We chose colors inspired by the natural materials used in BLANK’s essential collections, included blues, greens, and neutral hues found in nature. These colors are relatable and evoke feelings of comfort and style.

We created two palettes for both winter and summer. While they share the same principles, we wanted to make sure the brand evolved throughout the year and stayed relevant for the season. This is especially important when when using colors in social media and advertising campaigns.

BLANK's logo is used to create a pattern on green, tan, blue, and cream backgrounds in the more saturated winter colors.BLANKs winter version of their brand color palette. It is a more saturated black, green, blue, cream and tan.BLANK's logo is used to create a pattern on green, tan, blue, and cream backgrounds in the less saturated summer colors.BLANKs summer version of their brand color palette. It is a less saturated black, green, blue, cream and tan.

The color palette was inspired by the natural materials used in BLANK’s essential collections. These colors are relatable and evoke feelings of comfort and style.

Logos

From the outset, BLANK wanted the logo to be something their customer would instantly recognise. We created two versions and provided a full family of logos to give the brand a wide range of versatility and potential for brand recognition across all areas, whether in store or online.

We went for a secondary logo with a more fun and relaxed vibe. The alternative letter composition gave the brand flexibility when using it across packaging and social media campaigns. Having these two versions alongside the submark and brand icon created a seamless brand experience.

A version of BLANK's brand logo where brand name letters are on one line. The L looks like a curser with a blank spot that needs to be filled in.A version of BLANK's brand logo where brand name letters alternate being written higher and lower.A version of BLANK's brand logo where brand name letters are on one line. The L looks like a curser with a blank spot that needs to be filled in. Shown on green, blue, tan, and cream backgrounds.A version of BLANK's brand logo where brand name letters alternate being written higher and lower shown on green, blue, tan, and cream backgrounds.

Submark

The submark, the final type of logo, is the most simplified, compact ‘mark’ of the logo family. However, we wanted it to be able to sit strongly on its own and speak for itself. We took the B and flipped it on its side and then introduced the curser line to sit under it. They loved the mixture of curves and straight lines.

The submark can be used to support the brand in places where the brand name already appears in plain text (as to not be too repetitive) or in places where the other logo variations would be too large and the text would be compromised, such as social media profile pictures and web favicons.

BLANK's submark is a B laying sideways on the flat part. It is shown in green, black, blue, tan, and cream.BLANK's submark is a B laying sideways on the flat part. It is shown in green, blue, tan, and cream backgrounds.

Brand Icon

The brand icon, an extension of the submark, contributes to gaining brand recognition. The icon is not to be used alongside the primary or secondary logo, but rather as more of a ‘badge’ on clothing and merchandise.

BLANK's brand icon is a filled in B laying sideways on the flat part. It is shown in green, black, blue, tan, and cream.BLANK's brand icon is a filled in B laying sideways on the flat part. It is shown on green, blue, tan, and cream backgrounds.

Font Suite

BLANK’s primary font is Bienvenido, a Sans Serif Font. The typeface is designed based on traditional geometric construction, with little details like clean vertical cuts and optimized sharp corners, which give it a smooth and refined look. We felt this type worked perfectly across the brand for headers and titles, as it has a lot of personality but remains approachable, welcoming, and most importantly - stylish.

Image of the typography guidelines that show how the fonts should be used.

The typeface is designed based on traditional geometric construction, with little details like clean vertical cuts and optimized sharp corners, which give it a smooth and refined look.

Deliver

This sections presents conceptual examples of the brand in action to demonstrate how the brand can look and feel in real life situations, through various marketing materials. After experimenting with the use of the logo, the company decided to expand their range of clothing to complement the logo design, revealing to what extent we provided value to the client.

Deliver
An example of the BLANK brand icon used on a variety of beanies and sweatshirts.Collage using BLANK branding including logo,  brand icon, packaging,  and instagram mockup.A mockup of what BLANKs instagram page with the new branding would look like.Example of the BLANK branding used on product packaging.
Example of a thank you card that would come with a product with BLANK logo.

Testimonial

White quote marks in a peach circle to indicate this section is a quote.

"We were so impressed with the efficient and strategic process that HiPitched delivered. Our sessions helped us think about what our company really represented, and which direction we wanted to go in.

As a company, we felt heard and understood, and each meeting felt exciting and productive. We knew there was a hand guiding and helping us on our journey - and for that, we will be forever grateful."

Joanna