Clients: Node
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Founded in Exeter in 2005, Node Clothing is a cutting-edge clothing company that sells high-quality designer apparel. Now relocated in Cardiff, Node Clothing remains dedicated to supplying clothes that differ from high-street chains; they stock a wide range of streetwear brands, from Paul Frank to Cheap Monday, which appeal to a youth market that is willing to pay a bit extra for well-made, well-designed clothing.
They looked to Sound in Theory to create a new brand identity for their Exeter shop opening. With the imperative to attract a new range of customers, Node’s branding needed a compelling image that would help them stand out from the recognised competitors along the high street.
Sound in Theory designed a graphic identity for Node Clothing in 2005 that established them as a modern, streetwise outfitter and reflected the key values of Node – quality, individuality and style. This engaging, strong brand personality is more akin to designer and skate brands than high-street chains, and is synonymous with freshness and streetwise style.
The simple, unisex logo utilises the Node name to create a figure– forming a head and shoulders from the letters N and O. This reflects Node Clothing’s individuality, which is unguided by fickle fashion trends, whilst echoing their primary focus – the customer. The logo also signals the name of the company – the word ‘node’ meaning ‘a centring point of component parts’. In the logo the shoulders and head have a node, to reinforce their company name and suggest the communal nature of their shop. The deep red colour emphasises the vibrancy and quality of their clothes, whilst the contemporary font echoes the cutting-edge nature of Node Clothing.
This new branding has been applied across a wide range of Node Clothing’s media, including shop fronts, swing tags, business cards, store cards, bags and their website.
As part of the launch of Node Clothing, Sound in Theory’s photographer took a variety of promotional photographs that fit seamlessly with the new brand we created, showing off Node clothes in a laid-back, fun way. Using local models and locations, the quality images reflected that young folk in Exeter need not travel to bigger cities to buy designer brands – they are accessible at Node Clothing.
Responsibilities for Node