Uncommon Store (now closed) was created to showcase unusual, unconventional and hard to find fashion pieces. Many of the pieces featured were produced in a shared Brisbane studio space making local production accessible for the local Fortitude Valley community.

With so many diverse brands in one place, the biggest challenge for the brand identity was creating something that could work with all aesthetics in a way that still felt interesting. Campaign graphics needed to be produced often and quickly so it was important that shoot imagery could be repurposed and customised to suit multiple promotions.

With such a heavy focus on the extreme attitude of the clothing, the brand identity is monochromatic and minimal to allow photographic imagery to shine. A quirky serif typeface allows for multiple logo variations to feel unified with the bold black allowing bright colours to ‘pop’. A glitch-style graphic treatment is used throughout the brand and helps link distinct social media campaigns to the core identity.

This brand was created as part of my role as designer at The New Garde, a full-service agency for the fashion industry (now closed).