PARSONS’ bold identity for HERO aims to capture the conversation between consumer and company
Introducing a new way to digitally shop that seeks to maintain the personability of in-person experiences, HERO is the middle ground between brand and consumer – facilitating one-to-one conversations from the shop’s physical storefront – working with the likes of Levi’s, Rag & Bone and Nike.
In the endeavour to visually maintain the importance placed on personality that HERO offers, founder Adam Levene worked closely with Galway-based branding studio PARSONS on the development of their identity – aesthetically articulating their future-focused intentions and dedication to personalisation. This is effortlessly achieved through lively, fearless and compelling combinations of colour, type and unconventional forms, a referential device employed to depict speech bubbles. Discussing the use of these abstract shapes, and their integration with brand photography and macro typography, PARSONS’ founder Craig Parsons tells us “they represent the action of coming together in a real way,” adding, “and the two sides of a new, dynamic conversation;” in essence a true distillation of HERO.
“This is where the magic lies,” Parsons tells us, “we designed the graphic to signify the moment the salesperson becomes the ambassador,” or similarly when the user engages with the brand. “The total energy of the brand experience ignites at that moment,” he adds, “it didn’t feel right to house such a powerful connection in a square or a soft-cornered frame, so we amplified it.” These forms then become the basis of an adaptable system between graphic elements, creating explosive moments throughout the brand that are made all the more impactful through the implementation of HERO’s typefaces. Using Dinamo’s Favorit and Commercial Type’s Marr Sans in combination, the end result is a powerful display of typographic confidence and an aesthetic that is inescapably eye-catching – drawing the audience’s attention to the charming photographic scenes curated across the identity.
“The concept of the photography is centred around the interaction between users, both ambassadors and consumers, and HERO,” Parsons adds, creating a series of intimate scenes showcasing people interacting with HERO. “As a leading brand in the tech space, we feel the hard flash speaks to HERO’s ‘screen burnesque’ or digital edge,” Parsons concludes, “amplifying HERO’s presence inside the world of consumer retail.”