Building The Nest - Ready for Take-Off?

After researching Flamingo Vintage Kilo, I was tasked with creating similar collateral material(a business card, a letterhead and an envelope) for a rival company. The Nest is imagined to be an a sustainable, urban upcycled & vintage fashion brand. Beginning with the logo, I followed Antonia Gesch's article on building a logo.

Beginning with color, I used a monochromatic color scheme to invoke a sleek, urban style.

In fashion, white can be a very open concept color of simplicity. For a fashion brand that is about sustainable, sleek clothes, this is a wonderful pairing when added with the black as it exudes an ambiguity in style and attracts customers based on sustainable shopping rather than sole style desire.

Additionally, I wanted to convey messages of sustainability and global unity as the brand would source clothing and fabric from previously worn material/thrifted goods from various parts of the world (specifically Harajuku, Barcelona, Orlando and major secondhand fashion cities). After reading on some iconography, I went with a bird's nest as it often symbolizes new projects and like a bird, I wanted the company to soar and go global!

(why do you think Flamingo Vintage went with a flamingo???)

The final business card went with a more streamlined look, using leafy iconography and black/gray tones. (I do have to add that I see the final design printed in ink on reclaimed wooden cards as well as a QR code attached to the logo.)

As for the final letterhead and envelope, I made more white space and added some gray greenery to coincide with the design of the business card.

I found that best way to design my logo and the coinciding collateral material was by looking at the core aspects of their brand. I asked myself:

• why did they use that specific color?

• what kind icons or shapes are they using?

• These shapes or icons, do they mean something or stand for something?

• what messages do I want consumers to associate with my brand? (values, political messages, etc.)

• Lastly, what niche groups or styles do I want to reach and sell my clothes to?

Give this article a read and it may help you as it helped me in finding a brand identity!

In conclusion, the exercise and building of collateral material helped me understand what The Nest's core identity is. I personally would continue to developing it into a more refined and possibly more punk-style brand but I am modestly pleased with the end result.