Overview:
Threads of Unity is more than an apparel brand - it is a statement. They make social consciousness bold, vibrant, and undeniable. Their products are crafted with ethics and sustainability at their core, while their designs empower individuality, celebrate communities, and stand as a voice for social and environmental change.
Duties:
Art Direction
Logo Design
Brand Design
Graphic Design
Apparel Design
Challenge:
Threads of Unity is a passion project between my wife and me. It is a brand born from a desire to joyfully celebrate bold expression, vibrant energy, and unapologetic individuality, all while forming a community rooted in like-minded ideals. As a designer, the challenge is to capture that spirit and translate it into every graphic, logo, and brand elements. The identity should feel both rebellious and jovial, championing for community while honouring individual uniqueness.
Solution:
Bold typography, striking contrasts in colour palettes, and energetic visual choices were used to bring the identity of Threads of Unity to life. Certain design elements were intentionally made to feel unconventional, embracing disruption as an act of rebellion against the ordinary. A thread of consistent brand elements woven throughout each product reinforces a sense of connection and community. Each design choice supports Threads of Unity as a brand that proudly represents the joy of their collective identity.
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Logo Design
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Worn to Disrupt, threaded to unite - look concept
Concept 1: I have chosen images of models that have exaggerated postures to create angles. Combined with splashes of the brand’s yellow and logo shape over stunning black-and-white photography, creates an image with visual punctuation that captures attention. Pairing two models with a noticeable age gap further reinforces the bold, unapologetic belief that through contrast and difference, we can find a connection worth your smile.
Concept 2: The concept opens with a strong start, “Worn to” sets the tone with confidence. However, the breakdown of the word “Disrupt” is awkward and forced. Strong presence of “Threaded to Unite” directly beneath “Disrupt” unintentionally shifts the balance, suggesting that unity outweighs disruption. Visually, the image bursts with colour and rustic textures, a hodgepodge of shapes and models. Through all the visual and stylistic differences, a sense of uniformity, or perhaps harmony, emerges.
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Proud Canadian - Apparel concept
A single image representing Canada and its pride, is divided into three segments. Each segment is printed on a T-shirt, labeled with a number of either 1+, 2+, or 3+. When a customer purchases a T-shirt, the segment they receive remains a surprise until they open the packaging. This adds an element of anticipation to the experience. Even more thrilling is spotting someone on the street with a matching segment, sharing the same pride in being Canadian.
