EDGE Clothing Company
Distinctive Brand Identity & Branding: The "EDGE" circular logo showcases a clear, memorable brand mark. Bold and Provocative Messaging (Overcoming Fear/Revolution designs): The "FEAR IS WHY YOU FAIL" and "Vendetta mask" designs showcase my ability to create powerful, statement-driven graphics using strong typography and impactful words. This demonstrates a capacity for conceptual design that resonates emotionally. Effective Use of Limited Color Palette: The consistent and impactful use of black and red across multiple pieces (EDGE logo, "FEAR" graphic, ski mask t-shirt, "Vendetta mask") creates a cohesive, high-contrast, and intense visual theme, proving my skill in leveraging color for mood and impact. In color psychology, the color Black is a color of duality, as well as the color red. These colors mean the opposite of themselves, as Black is a color that means both "power" and "inferiority". The color red means both "love" and "hate" — when you think of Valentine's day, you think of the color red, but when someone says they're "seeing red" this means they are incredibly angry. This duality reflects the brand message: the paradoxical nature of fear. Merchandise Design & Application: The ski mask t-shirt design (and the EDGE patches) clearly illustrate my experience in designing for apparel and physical merchandise, demonstrating an understanding of how designs translate to different products and contribute to a brand's presence. Typographic Expertise: The projects exhibit strong typographic choices, from the structured, detailed "EDGE" font to the distressed, expressive lettering in "FEAR" and the complex text-as-image "BEYOND BOUNDARIES" mask. This highlights my versatility and mastery in using type as a primary design element to convey specific messages and aesthetics. This brand message for EDGE Clothing Company uses the familiar image of a ski mask—traditionally associated with street-level crime—and juxtaposes it with the idea that individuals in positions of power, like politicians and CEOs, often commit far greater, yet less visible, crimes.
