MAD JOHN
Identity
A complete redesign of an existing visual identity, retaining the brand name. Through a visual identity assessment and close collaboration, I developed a system that explores joy, diversity and an individual way of seeing the world.
The modular letters also become gestures: the D suggests a smile, while the J adds a smiling gesture, like a wink. Together with the reversed N, they give the brand an expressive character that extends to its abbreviated marks.
My role
Visual identity assessment, concept and development of the visual system. The work extended to packaging, labels, stationery and digital communication, alongside my contribution to garment design and the promotion of the launch collection.
A modular identity
One visual language unfolds through signatures, abbreviations and gestures. Its modules allow the brand to change scale and tone while retaining its character.
Slogan
The identity on the product
Bags and tags bring the visual system into everyday contact with the garments.
Online Store
Launch collection
My involvement also extended to the launch collection: I contributed to garment design and developed graphic proposals and promotional images, extending the brand identity to the product and its communication.
