Branding and art direction for high-end big and tall fashion retailer, Good Counsel. Clean, simple, and bold—establishing a confident voice for an underserved community that embraces men of a larger size. Empowering them to live well, dress well—and to do so with purpose.

As part of the graphic language, the underline, serves both form and function. Formally, bringing an energy through graphical variance and pattern. Functionally, signaling a visual cue, highlighting the assertive voice guiding this community and lifestyle.