︎︎︎


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.

Challenge:
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
Tagline:
GENTLEMAN is...posh, savvy, and sophisticated.
Pillars:
...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.


Mark