The Devji Group

The Devji Group is a group of Edmonton brothers who own seven different clothing boutiques in Edmonton. Their stores cover the gamut from high men’s and women’s fashion to classic rock tees and motocross brands over to hip hop, skate and urban culture for both genders. In summer 2006 they were looking to enhance their online presence for all seven of their clothing companies to better inform their customers as well as promote the rather diverse selection of top-quality brand names that their stores carry.

I worked in co-ordination with Zaar Marketing to create designs to accurately capture the various target markets of each clothing company and help thematically separate each store from one another. I was responsible for logo revisions for many of the stores, the design of all of the websites as well as development of xhtml-strict templates for integration with the WordPress Blogging Platform.

Project Link: Soular Clothing

Project Link: Method Streetwea

Project Link: Queue Clothing

Project Link: Sophia’s Clothing

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Tagged in: Design, Devji, Identity, Illustration, Interactive, Zaar
Category: Client Work

Misc. Identities

Just a small collection of some of the various identities I’ve done for various reasons over the last couple years that don’t have enough background to make their own separate posts about.

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Tagged in: Design, Identity
Category: Client Work

The Bank Ultra Lounge

In fall of September 2005, I was contacted about working with a local entertainment industry company about designing a branding scheme for a new lounge/nightclub they were opening up in downtown Edmonton, AB. The owners were designing the club to appeal to an older, wealthier crowd who treated the clubs they go to as an extension of their personality and lifestyle. The project involved designing a logo for the club, all print collateral from launch through the first six months of business, as well as designing/developing a website on MediaShaker’s Shout content management system.

The logo utilized LettError’s Federal font, currently the most accurate representation of the American bill’s typeface, to provide a subconscious indication of money. The thick, bold characters of Federal were then contrasted by the heavily kerned, lowercase tagline composed in Univers Ultra Thin Condensed. The typography was supplemented by the development of a secondary branding mark, a dollar sign enclosed in a thickly outlined circle, integrated into the logo as well as much of the club’s branding collateral. Finally, the brown utilized throughout the club’s interior design was carried through to all print and interactive collateral.

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Tagged in: Flash, Identity, Interactive, Print, The Bank
Category: Client Work

DJ Junior Brown

DJ Junior Brown is an extremely well-known, Edmonton-based DJ. He was preparing to release a new cd of mixes and was in need of a new website as well as cd cover/insert artwork. Working in co-ordination with Zaar Marketing, I designed the logo, all of the cd artwork and then integrated these visual themes into the Flash-based website. The website was driven by Actionscript 2.0 and featured an XML-driven photo gallery for ease of maintenance by DJJB.

Project Link: djjuniorbrown.com

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Tagged in: Flash, Identity, Interactive, Print, Zaar
Category: Client Work

LucentDreams Animation

Kai Pedersen, a traditionally trained animator and widely acknowledged 3D artist, approached me a few years ago about developing a logo for the animation company he was starting up.

Utilizing this juxtaposition of his traditional skills with his 3D talent for the basis of the identity concept, I tried to portray a very dream-like scene with the logotype via the swirling, cloudy shapes. Representing the idea behind lucid dreaming, the eye is open, observing everything around it. To enhance the symbolism of his 3D/classical animation talents, I juxtaposed the sharp, clean lines (typical of 3D rendered elements) of the blue with those of the jagged, rough areas of grey (typical of hand-rendered elements). The combination creates a feeling of shapes forming and dissolving before your eyes, as if walking through a dream.

I continued the use of the above mentioned juxtaposition into the logotype where I used a very clean, rigid font (Trajan Pro) and combined it with the rough-sketch underline below the name. The small arm on the top of the “A” in Dreams and the jagged underline is simply a throwback to the free-form, hand-rendered elements found throughout the logo.

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Tagged in: Identity, LucentDreams
Category: Client Work