High Kiln
Brand identity, digital, web
The Ask
Rather than merely applying temporary bandages to a flawed system, Tomorrow aimed to truly push the boundaries of what responsibly sourced and ethically manufactured clothing can genuinely achieve.
Working collaboratively with the founding team, we meticulously built a brand that expands beyond the realm of fashion to serve as a pivotal example for the entire industry to follow. This ambitious journey began by clearly articulating a brand purpose that would drive and influence all aspects of the project: To create without compromise, ensuring that our values are reflected in every piece we produce.
The Process
We transformed this core purpose into a distinctive identity that is subtly inspired by the dynamic and revolutionary spirit of ’60s counterculture. The wordmark features uniquely crafted letterforms that pay homage to the influential Whole Earth Catalog, evoking a sense of nostalgia and creativity, while the carefully designed cut details reflect the streamlined and precise tailoring inherent in the garments.
As we introduced the brand and its foundational beliefs to the world, our campaign actively encouraged thoughtful reflection on the exciting possibilities of a new tomorrow. We took the innovative approach of creating custom portraits through advanced AI generative tools to bring this inspiring idea to life. These portraits were thoughtfully paired with artistic, sculptural florals to vividly illustrate the profound connection between humanity and the natural world. This subtly surrealist concept was further inspired by the visionary utopian works of the ’70s architecture firm, Superstudio, which stands as one of the key influences shaping our brand's identity and ethos..
