Proper Dirty
Creating an intelligent visual identity for its sophisticated audience
We’ve partaken in a year-long discovery and production process with Vancouver-based unisex label Proper Dirty, with an intention to reconnect with former and future audiences authentically. The studio was entrusted with the opportunity to work on a full rebranding project up till the collection debut with our client. Building the foundation one brick at a time allowed us to disclose what it truly meant for our client to create and deliver values closest to heart. If it speaks from the heart it is a universal language to resonate with.
Not simply a fashion label.
At our studio, we refrain from mindless endeavors that strive to make ends meet. We are passionate about cultivating experiences and delivering visions and emotions that stay with our clients or their audiences for a lifetime. With this project, we collectively reimagined the fashion industry to exceed a customer-to-brand loyalty type of relationship. We seek designs that people would resonate with on a digital, physical, and emotional level. Proper Dirty advocates for interaction and connection beyond the product and user, creating experiences that bring together art, music, culture, values, and personalities to meet at the table and spark conversation.
What We Did
Visual Identity System
Art Direction
Brand Guidelines
⬤ ALL SYSTEMS OPERATIONAL
[ROL] Remote operating location: Taipei (Taiwan), Madrid (Spain), New York (USA), and Vancouver (BC, Canada)
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