American Apparel
Brand Book
Watch me add some structure, guidance, and tell the story of how a Canadian made AA the it-brand of the 2000s.
Client
American Apparel
Project
American Apparel Brand Book
Year
2018
Industry
Fashion
Focus
Branding, Print
A change in ownership, a new page begins…
Dov Charney was out, AA was in headlines for all the wrong reasons. Gildan, a Canadian company, had purchased AA. A new beginning had begun.
This was American Apparel's first brand book. With my experience of annual report and book design, I was asked to help coordinate the project, which included working with the VP of DTC and Director of Marketing. We also had to incorporate the learnings from the marketing research group that helped reposition AA.
This book is both a brand book and a standards manual (or what simpletons may call a "style guide"). It tells the story and shows how to also express this story graphically the proper way.
