The old brand was well, old. One glance at the visual trends of competitors was enough to validate the need for a fresh strategy and brand identity. It employed the same/same graphics as every other screenprinting shop, lacked distinction, and allowed no room for Real Thread to elevate its position in the industry.

Insanely loved by the design community, it was important to us that the new identity still felt real to their customers and internal team. We knew that part of the solution would be getting back to the basics, to the things that people already love about Real Thread: excellence, proven quality, and consistency. We eventually settled on the idea of a common thread. Common ground. Common values. Common good. A t-shirt is a simple and common wardrobe staple that Real Thread has elevated through quality and dedication.

Brand Strategy. Brand Positioning. Competitive analysis. Audience evaluation. Brand and Product Architecture. Concept and story development. Narrative writing. Photography and art direction.