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Out of Order® — Brand Identity & Label Design
Out of Order is a fictional streetwear brand created for the @designerbriefs weekly challenge (Brief 185): clothing for people inspired by the fear of being average.
The logo isn't designed, it's signed. I wrote it by hand with a felt-tip pen, inspired by the autographs scrawled across old photographs and signed band tees, then scanned and vectorised it without cleaning up the line. It works like a real signature: the last mark added to every photo, cap and tee. Everything around it stays quiet, with black-and-white imagery, heavy film grain, clean typography (Inter + Space Mono) and a single colour, a deep Out Red.
The campaign images follow my Augmented Art Direction process: AI generation guided by a defined art direction, then composited, retouched and signed by hand in Photoshop. The AI is the tool, and the hand is what makes it the brand.
Which shot would you wear?
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It all started when these little guys had been hearing about CapCut World NONSTOP. Every day, it’s CapCut World this, CapCut World that. And honestly? They got a little TOO invested lol.
And off they went. No proper travel plans, no tickets, just an expired Wishing Dust and colossal yellow duck with a propeller helmet. They flew through the clouds, startled half the birds in Cornwall, splashed down in Marina del Rey, and started running through LA like they had an actual appointment to keep.
I wanted to turn all that CapCut World hype into a chaotic little adventure, with cinematic scenery, ridiculous characters, and the kind of journey that absolutely did not need a 12-metre duck but got one anyway.
This was alsoooo genuinely so much fun to make! I hope you have as much fun watching it as I did creating it! wml 🤞🥹
Ughhh i love the idea 🙌