Isabel van Zeller
As part of the in-house creative team I worked on a new art-direction, several campaigns, collaborations and digital projects to evolve the brand language towards one that feels inclusive and celebrates creativity.
Ace & Tate is a Dutch eyewear brand celebrating a plentitude of creative expressions by inviting everyone to look at things a little bit differently. They have had, and continue to have a strong connection to all sorts of artists such as Illustrators, Graphic designers, Photographers etc. For this we worked as an in-house creative team to tell an ever evolving story through graphic design, campaign art direction and the establishing of an editorial platform.
As the in-house creative team we didn’t want revolution but rather opted for evolution. With each new design we challenged the identity and tried to look at it from a different perspective. This was in line with the messaging and Ace & Tate’s ethos. It resulted in a vastly different graphical language that is tied together through mostly type and color usage.
We decided to add a couple of typefaces to the party for all the different voices the brand had. Varying from editorial to campaign work. These encapsulated the different tones we had and where always meant to support a high quality of photography.
Over the 2 years I was part of the team my role evolved and morphed quite a bit. From working on store designs and in-store neon signs to building micro identities for unique projects that we orchestrated ourselves. The last 6 months I’ve been responsible for the art-direction of the big global campaigns. Both from an art direction side working with photographers and illustrators and from a hands on graphic design perspective.
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