I had the opportunity to work alongside And-Associates design studio, with founder & creative director Ashkan Alaie to re-brand Proper Dirty, a clothing label based out of Vancouver, BC.

We were tasked to re-brand Proper Dirty, working alongside the brand, from the initial concept all the way through to the graphics and prints.

Solution

A unisex label that expresses the art of playwriting and theatrics through merging personal narratives with modern inspired silhouettes.

Many of the design elements draw from theatre aesthetics. The typographic direction, for example, is inspired by Founder & Creative Director Ashkan Alaie’s background and roots in the industry.

The choice of Franklin Gothic as the primary typeface was influenced by traditional messaging boards seen outside theatres, whilst Production Type’s Sainté Colombe completes the typographic system with its expressive nature, like music, an irreplaceable counterpart in performative arts.

When creating the split custom wordmark – designed to be separated for a diptych usage of application – the team looked to the Odeon cinema in West Vancouver.