Minted

Sep 2024

Minted introduces a cohesive brand identity system that translates across digital, print, and environmental applications. The project incorporates dynamic live-action cinematography alongside structured graphic design to establish a visual language rooted in clean typography and minimalist layouts. Across the various assets, the identity balances athletic energy with polished editorial precision. Key execution elements include high-contrast monochrome sequences and vibrant colour-graded footage that highlights the apparel collection and performance-driven motion. The brand system integrates graphic badges and layered typographic compositions, appearing on everything from interior shelving displays to wheatpaste street posters. The creative direction for this identity was established through the collaborative contributions of Smith & Diction, Vanderbrand, Memory Studio, A LINE, and United Design Lab.

Horizontal, Commercial, Clean