JHB

Branding · Identity

One corporate clothing spec, four cities

A bespoke tailoring supplier for corporate clients, with production in four cities. The logo borrows from Hong Kong shopfront signage.

Client
South China Clothing
Year
2020
Scope
Brand identity, Web design, Web build
The South China Clothing mark built as a white neon blade sign, projecting over a wet Hong Kong street at night above blurred coloured signage.
The boxed mark, returned to the signage it borrows from.

(Overview)Four hubs, one standard. HKG, JNB, SYD, LAX, set in the same grid and specified once.

(The brief)South China tailors corporate clothing and produces it in Hong Kong, Johannesburg, Sydney and Los Angeles. Every city had to turn out the same garment and present it the same way. A supplier that looks different in each city is not really one supplier.

Colour

Type

Aa set in Helvetica Neue Condensed Bold.Helvetica Neue Condensed BoldPrimary
Aa set in Helvetica Regular.Helvetica RegularSecondary

Condensed for the box. Regular for everything the box goes on.

A fanned stack of black South China Clothing business cards, the mark foiled in white, on grey suiting.
Cards, foiled on black
A woven black South China Clothing label cross-stitched into the charcoal lining of a jacket.
Woven label, in the lining
A black South China Clothing swing tag, the mark blind debossed, hanging from a flannel jacket.
Swing tag, blind debossed
A man in a charcoal three-piece suit walking a walnut corridor, the boxed mark on a bronze plaque behind him.
Bronze plaque, fitting rooms
Identity system in motion

(The system)Draw it once and it travels. The boxed logo holds on a shopfront, on a label, and at the top of a page, without being redrawn for any of them.

(What shipped)Two fonts do everything. Helvetica Condensed for the logo itself, and Helvetica Regular for every piece of copy it sits beside, so a business card in Sydney and a web page in Los Angeles are set from the same two files. The website leads on the tailoring and lists all four cities on the home page.

Website

Home. Bespoke tailoring across HKG, SYD, JNB and LAX.
A woman in a tailored charcoal skirt suit striding out of a fitting room, a gold silk square in her breast pocket.
Executive wear, as worn.
A pressed white shirt and tailoring laid out in a showroom beside a rail of suits.
Bespoke tailoring, laid out.

Four cities. One supplier, whichever door you walk through.

More work

View all work
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The Officine Italia mark: a Venetian gondola and gondolier in black silhouette above the wordmark.
ExperiencesThree ways into Italy, from Johannesburg
An architect's office at dusk with the Veld Architects site open on a laptop.
PracticeTwenty years of houses, philosophy second
A sheet of CT slices held against a clinical interior, the IntriHEALTH mark over it.
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The ANS mark: layered orange and red chevrons beside the Australian Niugini Services wordmark.
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A nurse checking a small child in a consulting room.
ProductOne immunisation record, three readers
A single Urban Barista No. 22 bag in teal and ochre, the Pretoria skyline along the bottom.
PackagingThree roasts you order by number
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StorefrontA 600m² showroom, on every surface
The Ogese Group wordmark in gold, centred over Africa on a dark world map traced with city lights.
GroupOne parent mark, three businesses
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Most of these are still in use.

Contact

Oiltech Systems. Brand and website, 2016.

A small hydraulics office at night, lit only by the monitor on the desk. The Oiltech Systems site is open on the screen, a work jacket hangs over the empty chair, and framed hydraulic schematics line the block wall beside an open doorway onto an unlit workshop.