TIMELINE
4 weeks
PLATFORM
Logo & Branding
Graphic Design
TOOLS
Adobe Illustrator
Adobe Photoshop
MY ROLE
Branding
Concept Artist
The Brief
Continuall was a hypothetical side project I worked on for myself to try my hand in a street-wear clothing brand. This fun project allowed me to explore my creativity and challenge myself in ways I've never done before. The brand stood for all creatives while making a stance in using organic/eco-friendly materials backed by ethical commerce.
Read Medium posT
Scope of Work
Create branding for a clothing brand
Create all graphics for the merchandise
Think outside box and get creative
Goal
Create something to be proud of
Have fun and push myself
See if people would be interested in the brand
Measuring Success
Proud of the outcome
Positively received by people
Conceptualizing the Brand
Continuall is not your ordinary street-wear clothing brand. We believe in a circular economy where we source organic/eco-friendly materials all backed by ethical commerce. Our brand thrives on quality not quantity. We are proud of what we do and support all who seek to show their creativity. With that stand, we support our unseen artists by forging collaborations and sharing our profits with the community.
Mockups
Using mockups, I put together a package for this brand which includes tops and accessories.
Testing & Iterations
I received positive feedback from friends and family, I was inspired to push this brand into reality.
I started first with the idea of just t-shirts. From there, I connected with local print shops to see what their turnarounds would be, materials, and the costs. One of those printers loved my ideas and wanted to be a part of the creation process. At this point, I’m thinking, “Ok, there’s something here!”.
In comes the first roadblock. It costs more to do a short run of t-shirts than it is for a bulk run. And the type of printing I wanted to do (all-over print), cost a lot more than I wanted to spend.
Online sourcing was my next option, but going online wasn’t any better. If I wanted to get quality material, the cost was a big factor. In come my consciousness and my desire to be sustainable.
Insights
Copyrighting my brand and creating an LLC was a daunting idea for me. Once working in a small family-run business, I got to see firsthand how much work and time goes into keeping a business afloat. And not having any business knowledge I was very discouraged at this point. On top of that, I was rethinking my logo since I received feedback about it being unreadable. Motivation went out the window and I eventually dropped the idea.
