OVERVIEW

Base is a project created as a response to a brief provided by ‘The New Brief’ on Instagram. The brief asked to develop a minimal clothing brand for a tech/sportswear clothing company which places function at its heart. Expanding on this, a core set of words and themes were then developed as a starting point to generate a more fleshed out identity: engineered, utility, function, reliability, durability, and stability.

Strategically, the goal of Base is to cement itself as a manufacturer of highly engineered and reliable clothing, which is achieved by reflecting the key words throughout the design language of the brand. With this in mind, the design process began with a single nut, a symbol which reflects the foundation of engineering and assembly. This then evolved into the wordmark, which uses the angular geometry of the nut to begin creating a visual language. The brand then began to take shape, using architectural/engineering iconography and references, clean lines, and an objective, formulaic presentation.

Micrographic inspired lockups were also developed as another way of reflecting the core values of function and reliability, as micrographics are often used to signify technical specification and authentication. The art direction aimed to further reflect the highly engineered design of the products, using macro shots to reflect the delicate detail which goes into the products, mirroring the small-scale detail reflected in the assembly of engineered components.