Helvetica Neue
You Don't Have to Love Everything
Graphic designers are known for their attention to detail, with something as small as the shape of a lowercase "a" in a typeface like Helvetica able to make or break a design. Helvetica itself has even inspired a documentary about the love-hate relationship designers have with its simplicity. With a clear need for a space that validates designers' frustrations, creating an apparel and merchandise line tailored to this community and that supports this social space would tap into an untapped market.
Brand Values
Targeting graphic designers meant the brand had to be disruptive, avant-garde, and edgy—something that stood out. The naming process proved challenging, as I went through several options that were either too negative or hard to pronounce. Ultimately, the brand is about community, where designers can voice their frustrations while supporting each other in the complex, love-hate relationship with design and the drive to innovate. A campaign against static.
All mood board images from external sources.
An Unusual Process
I realized that to name the brand, I first needed to understand its essence. I started by researching disruptive elements in typography, photography, illustration, design studios, and even album art. This led me to choose typography that blended a stretched, athletic font with a simple geometric one, paired with an electric color palette designed to feel bold and striking when combined with black and white and that reflected discoveries in my visual research.
A new name
Targeting graphic designers meant the brand had to be disruptive, avant-garde, and edgy—something that stood out. The naming process proved challenging, as I went through several options that were either too negative or hard to pronounce. Ultimately, the brand is about community, where designers can voice their frustrations while supporting each other in the complex, love-hate relationship with design and the drive to innovate. A campaign against static.
Apparel Designs
All products would be released in topic-based collections, starting with a focus on typography, specifically Helvetica. The designs addressed common grievances designers have with the typeface, such as the shape of the "a" and its overall banality, using humor and easily recognizable annoyances. While primarily aimed at graphic designers, the collection could also appeal to a secondary skateboard-shirt audience, drawing in those who appreciate edgy, statement-driven designs, even if they’re not designers themselves.
Mockup Photography
The photographic style was designed to be disruptive, using a stark black-and-white aesthetic with a plain black background to grab attention. I conducted a photoshoot featuring edgy poses and dramatic lighting, enhanced by bold post-production techniques, while depictions without a model embraced a messy, human product arrangement. The apparel design incorporates a rubber-stamped look to reinforce clarity and the directness of the messaging.
Color Photography
To balance the stark black-and-white photography, we introduced color by superimposing it onto the images, creating an added layer of disruption. While most brands avoid this to maintain a realistic feel, graphic designers, who are familiar with the Photoshop techniques used in apparel photography, will appreciate the intentional contrast. This unexpected approach will resonate with the audience by breaking from the norm and making a stronger impact.
Retail and Social Site
The retail site was designed to feel disruptive and colloquial, subtly incorporating the vibrant color palette throughout. It also features a forum, humorously named "Yap," where designers can share their celebrations and frustrations. By encouraging engagement through this forum and strategic social media prompts, the brand can listen to the community, creating designs that reflect their opinions and what they actually want to buy.
Social Media for Reddit, Instagram, Facebook, and Tiktok