HMAD
Local independent fashion designer WANG is dedicated to repurposing fabrics (especially denim) to create avant-garde and unique fashion items. He recently established his own studio “hmad” and is doing brand consultancy at DIPMAD. So we created this colorful street style that best fits the designer’s personal style and his inspiring work. We welcome indie/small businesses to cooperate with us. DIPMAD is confident that we can create the most suitable brand image for you.
BRAND IDENTITY
ART DIRECTION
ART DIRECTION
We combined street-style graffiti text to create the hmad logo, but it is not as intuitive as graffiti; because hmad's products mostly use a variety of reused materials and there are relatively more colors, the logo is more suitable to be used in a single color.
We also created a secondary logo for the brand to use in different situations; this logo retains the characteristics of street culture while retaining the temperament of a high-end brand.
We try to give the "h" in hmad multiple meanings, deepen the connection between the brand positioning and the designer's works, and bring out a strong free soul atmosphere.
The use of visual elements - using dynamic street fashion snap photos as the background, various handwritten signatures and pictures overlapped in a unified color, reflecting the lifestyle of the designer and his circle, creating a strong sense of community.
Enlarge the main logo and place it in the center of the photo in an overlay manner; with serif text fonts, it blends in and brings out the atmosphere and pattern that matches the brand. The text is arranged to extend to both sides of the page, which looks like a banner at first glance and also implies a way of expression.
Models wore the designer's works, with the city's life as the stage, allowing the photographer to take seemingly casual portrait shots.
We created 26 street-style English letters for the brand, allowing the brand to use them flexibly in addition to the logo. Another way to use text fonts; in addition to the meaning of the text itself, it also plays an important visual element.
