Since its launch in 2015, Palm Angels has emerged as a luminary in luxury streetwear, resonating with a wide audience from music artists and celebrities to teenagers and adults. Known for its bold individualism and striking simplicity, Palm Angels has made a significant impact in the fashion world. Its unique charm lies in blending underground styles with mainstream trends, setting it apart from its peers. At a time when traditional brands struggled with digital communication, Palm Angels embraced digital platforms, effectively leveraging direct-to-consumer channels. Francesco Ragazzi, the creative genius behind the brand, skillfully merged the relaxed West Coast vibe with international celebrity glamour, establishing Palm Angels as a leader in high-end streetwear.
As Palm Angels expanded globally, it partnered with APART to develop a comprehensive brand strategy and establish consistent visual guidelines worldwide. During the COVID-19 pandemic, APART’s Digital Department spearheaded the UX and UI design of virtual showrooms, incorporating 3D content and collaborating with creatives like Quentin Deronzier.
The primary challenge was to distill Palm Angels’ youth-centric essence into a concise guide. After months of joint efforts on social content art direction and special communication projects, in sync with the creative director and his team, APART absorbed Francesco Ragazzi’s vision and values. APART’s expertise in fashion, luxury, and contemporary art was crucial in translating the founder’s ethos while honoring and organizing the brand’s heritage.
APART crafted a comprehensive visual guideline system that effortlessly represents the brand’s style and identity, striking the right balance between street edge and luxury sophistication. The visual identity is designed to highlight the logo in every context, complemented by a bold secondary color to support an evolving brand architecture. A multidisciplinary team approach was key to maintaining high design standards and economic feasibility.
The strategic guidelines achieved worldwide recognition and smooth implementation. The unified graphics solidified Palm Angels’ global stature and governance. This project showcased APART’s ability to handle complex projects involving diverse professional expertise, enhancing its portfolio, especially in dynamic content production, reflecting the changing nature of luxury streetwear branding.
CREDITS:
Photo: Marcello Junior Dino, Maurizio Annese
