A Timeless Identity Inspiring Elegance

"That Part" is a men's styling company that specializes in providing professional styling services for executive-level businessmen. Founded by Darryl, a seasoned professional with over 35 years of corporate experience, the company's mission is to empower men to express their personal and professional images through clothing. Darryl's background and commitment to community engagement make him a unique figure in the industry, and "That Part" sought to create a brand identity that reflects his passion and expertise.

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Approach: Developing a Classy Look and Feel with Vintage Fashion Nuances

To achieve a classy look and feel with vintage fashion nuances, we took a thoughtful approach to every aspect of "That Part's" brand identity.

Before we arrived at this identity, we explored other concepts that took this approach in slightly different directions. While not selected, it is important to show these concepts to understand the journey that was taken to arrive at the final identity.

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Concept 1

For That Part's brand identity, we explored three initial directions, with Concept 1 embracing a European stylistic approach and an overall elegant feel. In this concept, we considered using a mix of serif and sans-serif fonts that conveyed sophistication while maintaining readability. The color palette leaned towards muted tones and deep hues, reminiscent of classic Italian fashion, instilling a sense of timelessness. Imagery included stylish individuals in refined settings, capturing the essence of European elegance.

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Concept 2

In the exploration of brand identity for That Part, Concept 2 took a distinct approach by focusing on refined, sharp type choices. This concept employed a combination of serif and script typefaces to elevate elegance and emphasize luxury. The use of serifs added a touch of traditional sophistication, while the script typeface infused a sense of personalized, handcrafted style. The resulting combination aimed to convey both timelessness and exclusivity, creating a brand identity that exuded a sense of refined opulence.

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Logo Design

The logo was designed to convey sophistication and timelessness. We opted for a classic serif font with slight embellishments to evoke a vintage Italian aesthetic. The primary logo features a subtle, abstracted tie knot, symbolizing the attention to detail and style expertise offered by "That Part."

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Color Palette

‍We chose a palette inspired by Italian fashion and craftsmanship, incorporating deep shades of navy, rich burgundy, and muted gold accents. These colors not only exude elegance but also resonate with a professional clientele.

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Typography

To maintain a vintage feel, we selected a combination of elegant serif and sans-serif fonts that balance traditional and contemporary elements. The serif font adds a touch of refinement, while the sans-serif font reflects modernity and accessibility.

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Imagery

‍Vintage Italian fashion served as a visual reference for "That Part's" photography style. We emphasized high-quality images that showcase sophisticated, well-dressed men in both professional and casual settings. These visuals reflect the versatility and substance of the brand.

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Design: Aligning with the Brand's Message

The brand's messaging revolves around the idea that style is an essential aspect of self-expression, respect, and professionalism for men. We ensured the design elements aligned seamlessly with this message.

Marketing Collateral: Brochures, business cards, and promotional materials were designed to carry the brand's vintage Italian influence. The use of textured paper, embossing, and minimalistic yet impactful designs reinforced the brand's commitment to quality and authenticity.

Marketing Strategy: That Part implemented a tailored marketing strategy leveraging nostalgia and exclusivity, resonating with their older, high-class male audience by evoking a sense of timeless sophistication and personalized service.

Copywriting: "That Part" offers tagline options that encapsulate its mission and philosophy. For instance, "Elegance for the Every Man" emphasizes accessibility and the belief that style is for everyone, while "Confidence is Comfortable" underscores the importance of feeling at ease in one's clothing.

Resonating with a Timeless Message

Through a carefully crafted brand identity and design elements inspired by vintage Italian fashion, "That Part" now exudes class and sophistication. The brand communicates its message that style is a reflection of one's individuality, respect for oneself, and professionalism. With this new identity, "That Part" continues to empower men to make style choices that matter to them, while gaining the confidence to excel in their personal and professional lives.

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Website Design

The website was crafted to be user-friendly and elegant. We used the brand's color palette and typography to create a cohesive online presence. Each page was designed to reflect the various services offered by "That Part," emphasizing the versatility and relevance of style in different aspects of life.