When Seasons recordings approached me to work on launching their new clothing line “Seasons cloth”, we weren’t only faced with the challenge of creating clothing lines that express the nature of Seasons Recording’s music, but also in creating a voice that would set Seasons Cloth apart from other youth clothing brands.
Keywords such as Nature, Organic, City and Sound were picked to describe the seasons. These keywords later became fundamental to the clothing line. Although we were intially invited to work on the clothing section of Seasons, we saw an opportunity to use clothing as a bigger vehicle to brand Seasons as a company, instead of just a recording label.
I presented the “Beautiful For the Ugly”, which expressed the true beauty of nature in living in mixed city environments. This core message later convinced the owner and founder of Seasons, Jamie Thinnes, to give us the green light to approach branding for the whole company.
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