Developed during my design studies at Shillington, the brief was to create a brand identity for a streetwear startup. The concept centers on streetwear as a vehicle for self-expression, this is reflected in the name “Anti”, a flexible brand name that can be used to express a stance on a variety of important issues.

As an independent designer, I was responsible for the full end-to-end execution of this project. For the logo I created a typeface that pushes against the norms of typography – angular geometric shapes play with the notions of “fitting in” or “standing out”. Conformity meets anti-conformity. Black and white contrasts with vibrant orange. Structure and repetition are subverted by hand-drawn scribbling.