BRAND DESIGN / ART DIRECTION / VISUAL MERCHANDISING
Established in 2015, this humble athleisure concept store was made to serve a growing target audience of youths pursuing a more active and healthier lifestyle, contributing to a boom in sports such as running and yoga.
The branding had to be minimal, clean and bold. As it stocked major sports brands such as Nike, Adidas, Puma, Asics and Reebok, it also had to be a design concept that would sit well with the brands involved on the retail shelf. The result for the corporate identity was a simple logotype, with a focus on lifestyle photography, allowing easy applications onto print, merchandise and retail display.
The logo for seek involves a simple wordmark and a graphic device - a “fold-over” element that speaks for it’s manifesto: “Seek, And You Shall Find.” It represents progress, omnipresence and timelessness. Other branding elements include it’s core colours of white, black and flourescent green, with heavy use of lifestyle photography throughout it’s physical and online presence. My main job is to maintain this brand identity throughout all it’s collateral and also external collateral with brands/vendors we work with.
Design: Eric Foenander, Amanda Keisha Ang, Elementary Co.,
VM Media
Shop: Fuur Associates
Other collateral include uniforms, bags, tags, lanyards etc.
The scope of my work also involves visual display and art direction/design for our own campaigns (#seekexplores) or for other in-house brands we carry (New Balance, Nike, Reebok, ICNY).