Identity system for De/Material, a clothing line, created by myself, with an anti-consumer culture agenda. Every shirt contains a message which speaks to the dangers of the materialistic, consumer culture we exist within as Americans. This creates an ironic paradox for the consumer where he or she must “consume” a shirt to wear the anti-consumption messages. This concept of an anti-brand is taken one step further by keeping the logo off of the actual shirts themselves.
Visually, the animated identity of De/Material echoes the idea of going against the grain of “material”, consumer culture. The type is in a constant state of flux, evaporating in and out of materialization. And with such a wide array of variations in logo disintegration, it emulates the idea of a “one of a kind” within our mass-produced, artificially perfect society. This identity can either be used in motion or can be stopped at any point and used as a still image. The initial de-materialization in the identity video is used for web & mobile applications while the second de-materialization is used for print & tv applications.