Palm Angels
A Brand Platform for a New Generation of Believers
Palm Angels built a distinctive aesthetic around Los Angeles skate culture and Italian luxury. As the label expanded internationally, we helped translate Francesco Ragazzi’s creative vision into shared brand principles, supporting communication across campaigns, retail environments and immersive digital showrooms.
Founded in Milan in 2015 by creative director Francesco Ragazzi, Palm Angels emerged from his fascination with Los Angeles skate culture. Tracksuits, gothic lettering and irreverent graphics established its signature blend of Californian imagery and Italian craftsmanship. By 2020, its expansion across markets, retail channels and product categories called for a consistent brand language that could preserve the founder’s distinctive vision.
The visual guidelines distilled Palm Angels’ identity into a precise graphic grammar. We defined the proportions between the logo and its surrounding negative space, establishing consistent hierarchies across formats. A bold secondary colour introduced flexibility while keeping the signature lettering prominent. These principles could be applied across product lines, campaigns, physical retail environments and digital channels, preserving the brand’s distinctive balance of street culture and luxury.
Our collaboration also extended to art direction, photography, video production, social content and special projects. Working closely with the internal creative team gave us a deeper understanding of Ragazzi’s aesthetic and the brand’s day-to-day production needs. This informed practical guidelines that teams across markets and channels could apply consistently.
When the COVID-19 pandemic disrupted physical showrooms and buyer meetings, we designed the UX/UI of Palm Angels’ virtual showrooms. Immersive 3D content, developed in collaboration with digital artist Quentin Deronzier, allowed buyers to explore collections remotely in an environment shaped by the brand’s visual identity.
From positioning and visual guidelines to creative production and digital experiences, our work established shared principles for expressing Palm Angels’ character across markets, formats and evolving commercial needs.
IN BRIEF
Brand Positioning
Art Direction
Photo & Video Production
Social Creative & Content
CREDITS
Photo: Marcello Junior Dino, Maurizio Annese
Palm Angels built a distinctive aesthetic around Los Angeles skate culture and Italian luxury. As the label expanded internationally, we helped translate Francesco Ragazzi’s creative vision into shared brand principles, supporting communication across campaigns, retail environments and immersive digital showrooms.
Founded in Milan in 2015 by creative director Francesco Ragazzi, Palm Angels emerged from his fascination with Los Angeles skate culture. Tracksuits, gothic lettering and irreverent graphics established its signature blend of Californian imagery and Italian craftsmanship. By 2020, its expansion across markets, retail channels and product categories called for a consistent brand language that could preserve the founder’s distinctive vision.
The visual guidelines distilled Palm Angels’ identity into a precise graphic grammar. We defined the proportions between the logo and its surrounding negative space, establishing consistent hierarchies across formats. A bold secondary colour introduced flexibility while keeping the signature lettering prominent. These principles could be applied across product lines, campaigns, physical retail environments and digital channels, preserving the brand’s distinctive balance of street culture and luxury.
Our collaboration also extended to art direction, photography, video production, social content and special projects. Working closely with the internal creative team gave us a deeper understanding of Ragazzi’s aesthetic and the brand’s day-to-day production needs. This informed practical guidelines that teams across markets and channels could apply consistently.
When the COVID-19 pandemic disrupted physical showrooms and buyer meetings, we designed the UX/UI of Palm Angels’ virtual showrooms. Immersive 3D content, developed in collaboration with digital artist Quentin Deronzier, allowed buyers to explore collections remotely in an environment shaped by the brand’s visual identity.
From positioning and visual guidelines to creative production and digital experiences, our work established shared principles for expressing Palm Angels’ character across markets, formats and evolving commercial needs.
Related Projects
A Digital Journey Through Craftsmanship and Discovery
A Digital Journey Through Craftsmanship and Discovery
A Digital Journey Through Craftsmanship and Discovery
