Christian Richard Rice
Art Direction / Brand Development / Web Development / Logotype / Photography
Summary
Taking a brand from the original spark of an idea to some of the best retailers around the world.

Brand Development
Initial brainstorming sessions led to the recurrence of words like classic, inclusive, simple, strong, and irreverant. Adsum, a forced conjunction of the latin phrase "ad sum", meaning "I am present" or simply "here" reflected these pillars.

Any brand colors needed to be seasonless and not clash with the color stories of individual collections. Black and white, while obvious, would best serve these intentions.
Photography: SS16 Lookbook, Southampton, NY
Logotype
One of the first brand assets created, it was imperative that the logotype reflected the ethos of the brand. Helvetica aptly served the intentions of classic, clean, and a quieteness in its neutrality.

To add some individuality and hint at the subtly irreverence of the brand, the stems of the 'u' and 'm' letterforms were conjoined. It's a subtle trick of the eye that only reveals itself upon closer inspection. It also serves as a reference the attention to detail that goes into the classically designed clothing.
Application
Because of such a simple
Web Development
From an early stage, there was an understanding of the importance of the website as a central hub to the brand. It would need to serve as an easily navigable ecommerce platform as well as a visually rich home to related materials and content including lookbooks, editorials, playlists, articles, and other content related to the brand.

The goal was to serve an educated and seasoned customer to the experience they deserved. Give back to them as much as we asked from them. The result is a deceptively simple looking website with robust backend features. The addition of a password protected Members Only section was added later to reward those who trusted Adsum with their personal information.
Photography
One of the first brand assets created, it was imperative that the logotype reflected the ethos of the brand. In the world of typography, it doesn't get any more classic and clean than one of the greatest gifts from the Swiss design gods—Helvetica.

To add some individuality and hint at the quite irreverence of the brand, the stems of the 'u' and 'm' letterforms were conjoined. It's a subtle trick of the eye that only reveals itself upon closer inspection and references the attention to detail that goes into the classically designed clothing.
Galleries:
Artwork/Graphics
Various pieces of artwork and graphics were generated for a wide varitey of mediums including, lookbooks, labels, clothing graphics.