Uncommon Goods needed a refreshed brand to modernize, but also to reinforce what makes them such a special company.

Our strategy laid a strong foundation—highlighting their commitment to doing good and supporting local makers, while also focusing their brand—our team accomplished this with a colorful warm modernist look.

For the logomark, I made a modernized and geometric version of Escalator, a pre-release from XYZ Type, designed by my friend Jesse Ragan. I engaged and modernized their “bing” to evoke the excitement of finding an unexpected product on their site. Escalator became a prominent part of their type system.

Alongside the typography, our team worked to create a rich visual landscape—one that the client’s product design team could expand and extend in a website redesign. The Uncommon Goods team has done an amazing job executing on this vision, please do check out the website to see more of the brand in action.

Brand feature:
Fonts In Use

Agency:
Madwell

Collaborators:
Laura Wasson, Group Creative Director
David Salisbury, Copy Director
Anna Lindell, Senior Designer
Tanya Pedra, Designer
Jake Williamson, Copywriter