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Web Design & Brand Identity | Visual Designer



Client wanted a brand identity for a street wear lifestyle/clothing business that spoke to his upbringing in Boston and his love for street fashion. As such, the brand identity and website needed to reflect a raw, but refined look, while also representing a sense of direction and knowing where one's from.





It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave. 88% of online consumers are less likely to return to a site after a bad experience. 60% of consumers will avoid a brand with a logo they find odd, ugly, or unappealing. 


As Will began the discovery phase, Matthew had a few ideas he wanted to explore. He loved the idea of showcasing a "foundational" element, so we explored modular designs as well as the "goat" which ended up being incorporated in other ways. 

As they continued developing the logo, Matthew expressed a desire to incorporate a strong sense of "knowing where you're from," so they explored the compass imagery. As Will continued refining this logo, the decision to move forward with a blueprint style font came into focus. 

The final imagery and colors elequently helped tell the story of Roxas. Much of Boston's architecture is of red brick, represented in the purplish red hues, while the color of stone, or "building blocks" creates the gold. It's rough, and refined, elegant yet scrappy. The extending lines represent the foundational blueprint of his philosophy, while the compass represents a sense of knowing where one's from.

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