Dust Of Gods
Agency: Chimera Collective
I was summoned by Chimera Collective, a Toronto/New York-based PR agency, to offer my creative expertise to one of their clients, Dust Of Gods. I repositioned the burgeoning label as a collectible luxury streetwear brand with a refreshed logo, new photography guideline, and a bold brand manifesto to live by.
O, SHE BETTER DON’T
Dust Of Gods is all about being extraterrestrially global, like dust from the gods falling from the sky. Inspired by their vision, I brought a planet-like glyph vibe to the “O” in their logo. And a bold yet timeless typeface balances their O.T.T., loud, and disruptive jacket designs to give them an authoritative tone.
Then below the wordmark are the galactic coordinates of the Earth—really just an abstract number to emphasize, with irony, their global establishment.
PERCEPTION IS REALITY
The brand manifesto was the main part of my assignment. Dust Of Gods needed a concise document to communicate their identity, purpose and product to wholesalers, media and other partners.
Collaborating with a copywriter and photographer, we packaged this information into a tight 15-pager. From a content audit and research, to design and photography, I brought the big picture together to ensure that Dust of Gods is perceived as a relevant brand. And obviously, I needed to drop some French in the brand mission… Pourquoi pas? Always sounds better.
Creating the brand manifesto was also an exercise to solidify the Dust Of Gods tone-of-voice in both the brand’s graphic language and photography direction. The Dust Of Gods jackets are pieces of art—they are made by hand by artist Anthony Ricciardi—and has been seen on celebrities all over the world. I wanted their cool-factor to translate into their brand assets.
The photography style was simple—simplify—to bring a désinvolte attitude. The product should always be lit in a way that seems harsh—almost amateur—and style them like we didn’t care at all. (But we did. A lot.)
For the typography, I created a system that plays with bold/light, sophisticated/loud and busy/clean to create texture and rhythm through the content. The typography should always feel purposely off in ways that is reminiscent to collage, the main technique used on the jackets themselves.
PAINTING THE TOWN DUST
And a few days (literally) after sending the final files, I opened Instagram to see the new logo incorporated into their most recent jacket artwork, with people from all over the world wearing them (including Jonathan Cheban). You know your work is going around when it’s seen on the Kardashian’s entourage.
Contributors: Bobby Box; Vadim Chiline