THE BRIEF

This team came to us wanting to develop a completely new, innovative brand for a concept store in Artz Pedregal, Mexico City.

THE SOLUTION

Looking to emphasize this store’s selection of distinct pieces for fashion enthusiasts, we developed a brand that felt different than its competitors. Instead of looking for “common ground,” or things that you find similar to others, we go in another direction and celebrate uncommon ground. Those looking to express their uniqueness are most welcome at Uncommon Ground.

TYPE DESIGN

This type design by developed by Esteban Fuentes and directed by Adriana Longoria is what brings this brand to life. It is used throughout the identity in areas such as wayfinding and brand collateral. The unique ligature found in the brand name give the brand recognition throughout its communication.

WHAT WE DID:

— Naming

— Branding

— Type Design

Design: Caracter

Design Direction: Adriana Longoria

Designer: Esteban Fuentes & Adriana Longoria

Architecture & some brand mockups: MYT+GLVDK

Photography: Alonso de Bejar