Creative Direction / Brand Development / Web Development / Logo & Logotype / Photography
Year(s):
2005-2018
Notes:
All projects done in collaboration with AJ Jamani
Summary:
Started from drawing on t-shirts in a dorm room in Ontario, Canada, HNDSM began as a project between two close friends and developed into a jewelry brand sold around the world.

Section One

Section Two

Section Three

Section Four

Section Five

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.
Logotype Progression
2010-2011
2010-2011
2011-2012
2012-today
hndsm_logotype
Seconday
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.