My grandfather owned a men's clothing store back in the 70's. For a project I took this store and gave it a rebrand. My grandfather has since passed, but I hope he like the new look of his store (not sure how he would feel about the pink though if I'm being honest). 

The script logo pulls from the fact that Capp's is an old brand. A brand that has been around for awhile and instills confidence in its consumers. The logo tries to capture this in a clean, modern way. Pink was chosen as a juxtaposition to the fact that Capp's is a men's clothing store. It was chosen to as a way to stand out, just as one would hope to do in a suit from Capp's Clothier. 

 Business Card: The two pictures above are the front and back of my grandfather's new business card. Again the bold pink to stand out among other cards. The back has my grandfather's name with "grandpa" listed as if that's how his name is pronounced. This was chosen as his store was a staple in town, and I wanted to lean into his role as not only my grandpa, but essentially the grandpa to the town. The last design element to note is Capp's is crossed out in pink. This was chosen as an anti-design statement, allowing pink to be pulled to the back of the card, and poke fun that if you didn't know the name of the store, just flip the card over and it is there big for you to refer to. 

Event Flyer: I tend to lean on font heavy designs as I love fonts, simple as that. This font heavy ad utilizes different fonts, font sizes, spacing, and even an upside down element, all used to keep the eye flowing through the information but also keeping the viewer engaged in the message. 

 Trade Show Banner: Conversely to font heavy designs, I love negative space. This trade show banner leans heavily on the pink background of the banner to grab peoples attention. The idea is that trade shows have a lot of overly designed pieces, trying to fit as much information on them as possible, or being loud to grab your attention. This attempts to capture your attention by doing the opposite. Also, who doesn't love a good photo of Santa shopping?

Brochure: This brochure gave me an opportunity to add some illustration into the brand guide along with some original photo's from Capp's Men's Store. The abstract eyeballs tie into the Turn Heads catch line for this piece and the abstract neck ties form a balance to the page. 

Sale Ad: Again, I love fonts so here is another font heavy ad. In an attempt to create interest, block negative fonts were used as well as a different play on a "%" sign. Lots of Negative space is used as well to give the eye a sense of controlled chaos.

Website Home Page: The pink is here to stay, as if not hammered home earlier, it is a play on Capp's being a men's store and society associating pink for females. It serves as a subtle reminder that it's ok to go against the norms of society to stand out, and what better way to stand out than to shop at Capp's Clothier?