Paxton makes fashion-forward clothing for college students who want to show their school spirit without sacrificing personal style. Paxton is unique in the world of college clothing because it's the only brand that fills the gap between officially licensed collegiate apparel sold at campus bookstores and the clothes students buy from traditional retail stores.
My team consulted with the company’s leadership team throughout a naming exploration, and identified high-level goals for the new brand. A clean and legible logo mark would be easy to subtly apply to apparel, and could take advantage of a range of decoration techniques. Buyers at universities would be introduced to the Paxton brand at industry events and through their direct digital marketing, so photography was a key component to their success. Most importantly, the logo design and visual presentation of the clothing needed to appeal to a wide range of college students.
Photographer Joe Friend to partner with us for a photo shoot throughout RiNo and LoDo in Denver. Joe's images have a contemporary urban aesthetic, which was a perfect fit for Paxton's style. We used natural light and visited favorite hangouts throughout the city, so the images feel authentic and casual.
Art direction: Michael Benjamin
Graphic design: Catherine Wenger, Courtney McArtor
Photography: Joe Friend
Styling: Old Gold
Account management: Jacki Ognibene
Agency: Anthem Branding