The type stack arrangement, low positioning and colon used in the logo we designed gives it a sense of weight and anticipation, creating an implied space for partner brands to occupy. It’s shown both in isolation and alongside a responsive framing device, which encloses product and lifestyle photography.
Preview branding, website and store design
Creating NY’s activewear marketplace.
Located in SoHo, New York, Preview is a curated marketplace that brings together leading athletic and lifestyle brands from around the world, allowing previously online-only brands to develop a brick and mortar presence and build a relationship with in-store customers. We were asked to create a brand identity, website and spatial design that was compelling and distinctive - without overshadowing the partners they work with.
We wanted to produce for them a branding that was both strong in terms of recognition and versatile in its application. In order to develop a visual language that would work on behalf of many other partners, all of whom differ in terms of aesthetics, we decided to make central their product photography alongside a distinctive yet understated brand logo. The physical store design was to act as a platform for these partners, by providing a space that would be neutral enough to allow them to use their own content but would also incorporate aesthetic elements from the field they share a passion for – sport – to act as a unifying theme
Creating NY’s activewear marketplace.
Located in SoHo, New York, Preview is a curated marketplace that brings together leading athletic and lifestyle brands from around the world, allowing previously online-only brands to develop a brick and mortar presence and build a relationship with in-store customers. We were asked to create a brand identity, website and spatial design that was compelling and distinctive - without overshadowing the partners they work with.
