Youth Group — Fashion Brand Concept
Named after the eponymous ministry that served as a formative experience of fellowship and indoctrination for those growing up in the church, Youth Group both embraces and challenges ideas of religious fervor and irreverence through its conceptual fashion.
The resulting branding elevates the dialogue between sacred and sacrilege, doctrine and dissonance, devotion and defiance.
In a world of outstretched arms and celebrity subculture, as devotion and desire intertwine, the conflicts that arise give shape to Youth Group’s rich visual language and tone.
Inspired by the human need to encapsulate divinity through iconography, Youth Group’s monogram is intentionally imperfect by incorporating Humanist flourishes within its design. It serves as a versatile, scalable symbol that can be recontextualized through texture, materiality, and layout.
Grid
Used as a design feature, the grid is meant to be broken and cause a sense of dissonance, especially when laid out with typography, to create visual conflict inspired by a holy book — words and images coming to life off a page.
Color
A gradation from shadow and light allows colorful photography and imagery to be birthed from a canvas of grey space. In the secondary palette of gradients, color becomes contradiction, with flexible tones to represent the liberating process of finding space between absolutes.