The company, Unique Jean's Story, aims to uplift young BIPOC individuals who are making a difference in their community through a fashion showcase of these individuals. The brand aims to give BIPOC individuals positive role models in their communities and allow these exemplified individuals to give positive messages to their communities.
Unique Jeans needed a powerful yet reachable look that was creative and simple. So, the logotype had to represent that. The custom typeface, the logotype, represents the hills an individual goes through as they progress in their career or life. While there are sharp turns, life has so many twists and turns. The rounded edges also provided a softness to the logotype.
With the brand's story, who they're targeting, and the platform they're pushing to create, the photography direction was to show strong, powerful, yet approachable. The company wanted a logo that could used in all areas and could be easily thought of in collaborations with BIPOC individuals that already had brands.
