American Apparel Brand Book

There were many things to take into consideration. How do you choose what to give/take in a rebranding of a company? What to do when your brand chooses to move in a direction that not just popularized the brand, but also is known for that direction? How much is too much change and will it add new loyalists, will it alienate old legacy loyalists, or both?

Having experience in fashion branding and brand books, I helped coordinate and manage the project, working with Sabina & Silvia aligning the research findings to the new brand direction, and help in the creative & art direction from Anais, it was a team effort completing the brand book while learning and figuring out the new brand direction.