Hello Spring
I collaborated with iconic, L.A. fashion brand GUESS on their Hello Spring global campaign.
The Typeface
Based off their existing brand typeface Futura, the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments.
The subtle but noticeable changes allowed for maximum usability at both large and small sizes.
The Campaign
The typeface was used for the different campaign slogans.
Website
Social
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Advertising & OOH
In-Store
Agency:
Brian Biles Design
Client:
GUESS
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Role:
Designer
Team:
Paul Marciano, CD
Rob Chong, CD
David Belmere, Photography
Brian Biles Design
Client:
GUESS
Sector:
Fashion/Retail, B2C
Type:
Campaign
Typeface
Role:
Designer
Team:
Paul Marciano, CD
Rob Chong, CD
David Belmere, Photography
Challenge:
For their Spring campaign, GUESS wanted to design and use a custom typeface that reflected their brand values of young, sexy and timeless.
Solution:
I was commissioned by GUESS to create a custom typeface in five weights that could be used for their global ad campaigns. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was subtle but noticable and worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful way.
For their Spring campaign, GUESS wanted to design and use a custom typeface that reflected their brand values of young, sexy and timeless.
Solution:
I was commissioned by GUESS to create a custom typeface in five weights that could be used for their global ad campaigns. Based off their existing brand typeface Futura—a geometric sans serif by Paul Renner—the angles of the equilateral triangle in the iconic GUESS emblem were appropriated in the terminals of the letterforms by rotating the logo in 45 degree increments. The final result was subtle but noticable and worked well at both small and large sizes. The campaign and typeface premiered internationally in retail stores and on their website as part of their 2015 "Hello Spring" global campaign featuring model Gigi Hadid.
The “Hello Spring” campaign featured photographs of model Gigi Hadid taken in Malibu, California. Reflecting the season, a soft, pastel, watercolor type treatment was applied to the typeface and used on the website and for the in-store window displays.
Alternate glyphs and puncutation contained triangles in the diacritical marks further extending the brand language in a playful way.