OVERVIEW

DREAMS+NIGHTMARES is an up and coming streetwear company with a need for bold and impactful branding. The target audience is millennial based, with the brand’s message to encourage the younger generations to overcome whatever challenges they have in life. Hence the name, DREAMS+NIGHTMARES.

CHALLENGE

To design and brand a new streetwear start-up in a highly populated marketplace with the use of; bold and impact typefaces, a sleek and memorable icon, and accompanying design assets that makes DREAMS+NIGHTMARES a cohesive and recognisable brand.

DELIVERABLES

LOGO / LOGOTYPE / BESPOKE TYPEFACE / ICON / CLOTHING DESIGNS

LOGOS

PRIMARY

SECONDARY

TERTIERY

ICON

The icon for DREAMS+NIGHTMARES, is made up of two key design elements.

The halo; representing the dreams, hope and future aspirations of people.

And…

The staff; portraying the set backs, dark times and struggles we all go through in life.

TYPOGRAPHY

When creating a custom typeface I knew I wanted something bold and impactful.

Having solid counters in the font made the type seem stronger and more trust worthy, whilst also standing out from much further away.

The idea of having no negative space in the type also came from the concept of how you might read words in your dreams and nightmares, and how the morning after, you may not be able to remember every detail in your memory.

Playing off that idea, I wanted to block out partial elements of the letters so that they don’t quite have all the elements to make them fully comparable to the standard alphabet, but still have enough of the letter to make them recognisable and readable.