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Tacit Threads
OVERVIEW
Designed for the ones who never left the "lot", Tacit Threads is a modern apparel brand rooted in subtle music culture and built for the everyday.
SERVICES
Creative Direction, Brand Identity Design, Brand Strategy, Social Media Strategy and Design
TEAM
Jared Keller, Graphic Design & Creative Direction
Azat Rashit, Photography
Katie Williams, Illustrations & Pattern Design
LOT BORN AND LIFE WORN
The creative challenge was to bridge the spirit of the "lot" with the polish of a professional environment. The goal was to make a brand that existed between corporate and jam band culture. Bit of an oxymoron right? The way we executed this was with subtle nods through naming, copy, and design.
LOGO DESIGN
The logo went through many explorations before we landed on the selected mark. We explored music notes, a thread and needle, monogram lockups, and everything in between. The mark that moved forward was a mix of those explorations. The icon you see is the winner, a more abstract fluid mark with a light thread connection.
LOT STICKERS
In the early stages of Tacit Threads, the team was "on the lot" at local Phish shows soft launching the new brand. In an effort to stay true to their roots, we designed various "lot stickers" that we felt would be laptop or water bottle worthy. We diverged from the cleaner side of the branding to have a little fun with these.
STEP INTO THE FREEZER!
Each pattern design is a reference to a song from various jam bands. The patterns were designed to only be recognized by the fans or those who are "in the know". The idea was to let your inner "wook" out and still make that 3:30 board meeting without HR batting an eye.