Creating Foreign Brand Identity for Seek Refuge

The Mission

The brand has a very close to the heart mission to aid refugee organizations and increase awareness of that situation using their products, platform, and profits. The overall strategy for the redesign is to allow the brand to reach more people and increasing the connection with the streetwear community.

The Challenge

The very first challenge that our designers had to face was creating an identity that was connected to a foreign culture but also was perceived by the US market. For this project, we redesigned and positioned the brand with Arabic lettering, which was something we haven't done until that point and turned out to be harder than anticipated. It was overall a nice challenge where we learned a lot.

The Outcome

By working on the visual identity, we made an evolution of the logo, thinking on all possible brand applications and creating a brand that is appealing not only for her main target but to all streetwear community, having a flexible design system and a Shopify store that translates that throughout the whole purchase experience.

Details

  • Fashion
    Industry
  • Chicago
    Location

Amplifying The Brand

When we spoke with the Founder of Seek Refuge about the project, she had a clear goal in mind. Things were going well, but her branding was targeting a very specific customer and wasn't connecting to the overall US market. So the first stage of the project was to revamp her brand identity to a modern and broad look.

previous logo | new redesig

The new logo set the tone for the change we were after, where we redesigned the brand's Arabic lettering, looking to be more impactful and still carry the heritage from the old logo. We also embraced the peach color to give that desert look but balancing with black that brings strength and seriousness. Working with the Arabic alphabet was tricky as it has many different rules and details that pushed us to look deeply into every curve and every angle of the build.

It's all about Attitude!

When we talk about streetwear brands, the thing that connects all of them is attitude. That shows the level of freedom you have while extending your visual identity through products and materials. We worked considering all possible brand applications and creating a brand that is appealing not only to her main target but to all streetwear communities, having a flexible design system and a Shopify store that translates that throughout the whole purchase experience.

The Brand Mission, reinforced

"We believe in leaving the world a better place than when we entered it.To do this, we use our products, platform, and profits to aid refugees."

The Seek Refuge brand was built entirely with a purpose bigger than just selling clothes but making an impact on the world we live in. To do that, they donate 20% of its profits to refugee aid organizations, participate in events to spread the urgency of the matter and even throughout their supply chain, as their manufacturing partner is located in Istanbul, Turkey, and provides jobs to refugees getting back on their feet. With such a passionate mission, we needed to highlight that across the entire purchase journey, so the customers can be aware and supportive.

Lets
Work Together

Shopify Growth

Migrations, Custom Themes, User Interface Design, Brand Identities