Branding
ArmPrint OÜ
April 2020 - April 2021
Art Direction
A project by a group of young Christian Clothing Brand, who go against the typical visual representation of the religion by focusing on the main things.
I was asked to assist from the start, which meant I had an absolutely blank canvas. First we came up with and wrote down brands mission, vision and a strategy for the year. During conversation we noticed few words that came up regularly – freak, fanatic, pure. It was perfect, the words described the seemingly conflicting identity of the brand.
“Yosa is a clothing brand that acts as a conversation starter. There are so many people, both religious and non-religious, that live in their stereotypes without questioning their belief. We want to start discussions around important topics through our brand, with designs that make people stop, react and ask questions.”
Working with clothes is a delicate process, with different techniques and materials used for printing. To achieve expected results we went through countless amounts of prototypes and material combinations.
During my involvement in the project we made 2 collections, 20 designs and tons of happy customers.
