Seams

Seams is a high end gender-fluid fashion label that combines the concept of structure with softness. They're never the first to chase a trend. Instead, they observe and remix it, returning it to the world with a distinct character that reflects their ethos.

The goal was clear: craft a strategy for the brand that clearly communicates what they stand for, and pair it with a visual identity that amplifies that message, helping them cut through the noise of an industry dominated by fashion giants.

Tension and Contrast

Their strength relied on their products defying categorisation by taking bold directions and skilfully combining different styles of fashion into something that was raw, imperfect but highly personal to their customers.  So we started building the strategy on this very foundation, shaping a brand that’s unapologetically rebellious and challenges societal norms.

The visual identity followed the same path, with the strategy acting as our north star. We designed a logo that felt structured, yet subtly softened. And with its slanted features we added a sense of movement. The result was a sick word mark that was full of tension, contrast, and rebelliousness, mirroring the emotions customers experience when wearing their pieces.

Creating a passionate journey

The colour palette and typography were thoughtfully to match the word mark. We introduced a custom gradient in addition to the colour palette to reinforce the idea of fluidity. For the type, we paired Orbitron, chosen for its structured aesthetic, with Archivo Expanded to bring in boldness and add a little spice to the brand.

The overall identity however stayed true to its minimal look, embracing generous white space to allow the products to take the centre stage. The gradient and accent colour were used sparingly but deliberately, creating stark contrast and sparking a sense of passion.

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