JOHN ELLIOTT + NEXTCHAPTER // PRINT
Brand book for John Elliott, a menswear brand based in Los Angeles
A functional, detail-oriented clothing brand that focuses on the basics.
JOHN ELLIOTT RESEARCH DOC - THE INSPIRATION
The building blocks to the success of John Elliott as a menswear brand are on their detail-oriented approach to recreating the wardrobe basics. With their iconic designs of the Hooded villain, a sweatshirt featuring zippers on both sides, or their Mercer tee, a t-shirt that has an asymmetrical hem, they quickly became a staple in every hypebeasts’ closet.
In their expansion to the NYFW runway, they wanted to give a bit more insight to the consumer on their beginnings. John Elliott, the designer, and his friends that started the company were all raised in and heavily influenced by the Bay Area.
The goal of the brand book was to create mood imagery that gave a sense of where they were from and how it impacted the design choices on their clothing.
JOHN ELLIOTT RESEARCH DOC - THE PROCESS
In order to create a brand book that consisted of brand photography, the decision was made to do multiple shoots along the West Coast. areas like Big Sur, Southern California, and San Francisco were all shot with the themes of architecture and minimalism at the core.
In organizing multiple photoshoots, we had to make sure that everything was shot in a way that was cohesive. We drew up multiple moodboards to give direction on what we wanted to shoot and also gave creative freedom to the multiple photographers. By shooting some content with HD cameras as well as low-fi cameras, we wanted to give on-brand mood imagery as well as “real” photography to give a sense of who we are as a brand.
JOHN ELLIOTT RESEARCH DOC - THE RESULT
The end result was the second edition of our Research Document V.2: Pacific Study, a mainly image driven book on who we are as a brand. Laid out in such a way that the images are more impactful, it gives the customer, who at the time knew little about John Elliott, a sense of what influenced the designs.
NEXTCHAPTER WINGMAN - RETHINKING COMICS
NextChapter had set out to make comic books more accessible to everyone. With an industry that has changed little in decades, the goal was to create a comic book that someone would be proud to have on their coffee table. This 58 page book features commentary from the author to take the reader on a journey to rediscover the wonder of the comic book medium.
