Common Assembly was a fast fashion startup targeting value-conscious millennials. The company was driven to do good in the world, but they were launching into a crowded category where cause-based brands were the norm. We needed to build a brand experience that could connect with value-driven shoppers, drive revenue, and accelerate their growth.
The Common Assembly logo brings to life the values and practices of the company. We crafted the logo with softened, customized letterforms to symbolize the kindness impact they make in the industry. We used a variety of different shapes and sizes to illustrate inclusivity and speak to the diverse ethnicities, body types, and backgrounds of their shoppers. After that we curated a fresh and modern color palette that was fashion forward but would last through the seasons. Hand painted brush strokes and swashes were created to bring in a human touch. Lastly, a bespoke handwritten typeface was used to deliver the voice of the brand injecting encouraging yet cheeky moments of kindness throughout the customer’s shopping journey. Down to earth photography, beautiful textured paper, and warm woods further amplified the warmth in the art direction and presented the brand as premium and high-end, yet kind and approachable.