Branding + Brand Launch: GENTLEMAN


Client: GENTLEMAN, a Seattle-based stylist for men. 
Role: Art Director-Designer, Strategist, Marketer 

Client: GENTLEMAN is a Seattle-based stylist, inspired by the founder’s grandfather who had immaculate style on a budget. The startup provides sound style advice at all price points.

GENTLEMAN’s business objective was to: target men in their 30s-60s, launch the brand, website, and social media, and showcase photography featuring a clothing curation of high/low-priced items.

Results: I developed the brand pillars, tagline, logo, visual and content strategy.

Strategy: Brand Tagline + Pillars
GENTLEMAN is...posh, savvy, and sophisticated.
...modern yet classy.
...aspirational and relatable.
...caring, not overbearing.

GENTLEMAN knows the key to style is not cash but rather intention. By teaching men how to live a "posh, savvy, and sophisticated," lifestyle GENTLEMAN is that thoughtful friend ready to help you level up your look.

Branding: Moodboard, Brand Studies, Type + Color, Logo, Branding Assets,  Application  (see below)

Impact: As a result of these efforts the founder was equipped with a newly-minted site, logo, brand assets, and how-to tutorials for applying these assets to his social media and website.  

Samples of the brand deck, digital content strategy, and copywriting can be shared upon request.

Moodboard: photography that is inspired by the influencer movement but more documentary in production was captured by street style portraiture. 
Moodboard: Photography is inspired by the influencer movement. It should be executed in a documentary style. Street style portraiture samples were pulled to illustrate this fact.

Brand Studies: Inspiration was pulled from vintage suiting advertisements from the 1920s-1950s. These target brands showcase a refined feel and also showcase a variety of typeface options to integrate into potential logos and branding materials for GENTLEMAN.

Type + Color: The secondary typeface option “Semplicita,” was selected for the final logo and brand application for it’s art-deco roots and still-modern feel. Colors of black, white, and cream were selected to ensure the refined aesthetic of the brand is preserved while laying a foundation for digital content to shine. 

Logo: The repetitive and seamless patterns found at the height of the art deco era are representative of affluence, masculinity, and ultimate elegance. Inspired by these patterns and the form of a men's briefcase, I integrated the two to form a secondary logo, which was selected by the founder as the final logo.

Brand Assets: Custom illustrations of vintage photographs of men in suits, and the suitcase-esque form of the art-deco pattern were integrated for the founder to use as plug-and-play assets for social (or site) whenever style photoshoots are not possible.