Proper Dirty
Re-branding
Description
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.
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.
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.
What We Did
Brand Refresh
Year
2022
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.
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.
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.
Credits
Proper Dirty
Creative Direction: Ashkan Alaie
Photography: Rendell Catbegan
Proper Dirty
Creative Direction: Ashkan Alaie
Photography: Rendell Catbegan
Proper Dirty
Creative Direction: Ashkan Alaie
Photography: Rendell Catbegan
AND ASSOCIATES STUDIO
Creative Direction: Ryan Maeland
Strategy: Marzie Chai
Design: Ryan Maeland, Danny Dai, Cleo Tadrous, Iris Zhang
Copywriting: Marzie Chai
AND ASSOCIATES STUDIO
Creative Direction: Ryan Maeland
Strategy: Marzie Chai
Design: Ryan Maeland, Danny Dai, Cleo Tadrous, Iris Zhang
Copywriting: Marzie Chai
AND ASSOCIATES STUDIO
Creative Direction: Ryan Maeland
Strategy: Marzie Chai
Design: Ryan Maeland, Danny Dai, Cleo Tadrous, Iris Zhang
Copywriting: Marzie Chai