Freeform: Brand Identity

Jul 2023

The brand identity for Freeform, developed by the agency COLLINS, presents a bold, graphic-led system that integrates expressive typography and a saturated color palette. The project leans into a modular aesthetic, utilizing Neue Haas Grotesk and custom typefaces created in collaboration with Monotype to establish a distinct visual language across both digital and physical touchpoints. Execution across the campaign highlights the brand's versatility, from large-scale outdoor signage and urban billboard placements to merchandise and editorial applications. The imagery emphasizes a clean, geometric approach to layout, often set against urban architectural backdrops or natural environments. The design relies on high-contrast color blocking and consistent typographic hierarchy to maintain coherence across a diverse range of materials.

Vertical, Commercial, Clean, Warm

Natural light