KAAMOS | Branding Suite
Kaamos is a Finnish-Canadian streetwear brand based in British Columbia, Canada. This brand aims to tell the story of post-soviet tensions between Finland and its neighbouring countries through design. Kaamos streetwear brand is stylistically inspired by the culture, industrialization, and militarization of Eastern Europe.
Check out the project on ISSUU.
IDEATION
Before starting any project, I like to ideate a list of descriptors that I can use as a reference point for establishing the tone and feel of the project.
Cold
Eccentric
Urban
Monochrome
Avant-garde
Color Palette
I chose colours that evoked the mood of the written words and went for a monochromatic primary palette, with a bright accent colour followed by a muted pastel tertiary colour.
Logo Suite
I had the brand name – Kaamos – already decided before going into the project. A Finnish word for “polar nights’”, Kaamos is a common phrase in Finland used to describe the sunless days during the winter. I created a Wordmark for the brand using Billqo, a modern-looking serif font that reads bold and confident.
From there, I created a Monogram that would complement the primary Wordmark and allow for a dynamic application in various mediums, sizes, and formats.
Typograpgy
It was important to retain accessibility control when creating written content. Readability and legibility were critical, especially when using a decorative serif font like Billqo. Due to the nature of the thin stems, abstract crossbars, and counters, it was imperative to only use this font as title text with specified weight and tracking. Avenir Black and Avenir Light were then used for subheadings and paragraph text.
Social Media + Ads
Streetwear brands have a heavy social media presence. I wanted to develop specific guidelines and create comprehensive social and web template ads.
Fight For The Ukraine
Branding incorporated the Ukraine/Canada Foundation as its choice of cause for the business model and marketing focus.
Mockups + POS Items
Landing Page
The landing page is where it all came together. I took all of the specifications from the style guide and applied them to the landing page to create a fresh and unique experience for the end user. In conclusion, the project and style guide accomplished the goal of creating a cohesive and modern brand identity. The logo design, colour palette, typography, and imagery guidelines reflect the brand’s innovative and dynamic nature. From web design to marketing collateral, the project has provided a strong foundation for consistency across various platforms.
Check out the landing page XD Prototype.