U.I.WD. exemplify SD(MGMT)’s role as representative and advocate in their structural identity
Brazilian creative management company SD(MGMT) represent an exciting, inspiring and innovative breadth of artists within the fashion scene, ranging from photography and beauty to art direction and styling. Having been founded in 2012, the company sought a rebrand to celebrate 10 years in business, turning to São Paulo-based studio U.I.WD. to achieve as much; reinventing their visual output and the expression of their brand in both digital and physical spaces.
Led by visual and typographic cues from fashion editorials, Creative Director Bruno Tatsumi tells us of the rebrand’s chic references, explaining, “SD was founded to meet the standards for fashion photography in editorial magazines and advertising.” Feeling the need to meet these standards internally before sharing the work of their artists, U.I.WD. opted for Production Type’s Cardinal Fruit alongside Helvetica Neue as their leading typographic duo, a sans and serif pairing typical of the company’s editorial references.
Simply and serenely applied, the resulting visual language is clean, communicative and innately supportive, framing and championing the work of the artists they represent. “The client didn’t want to use just black and white, that was his first demand,” Tatsumi recalls, noting its single colour palette that compliments the elementary, structural nature of the type. “He felt that they are overused in the market, so he suggested some colours to test them all,” he concludes, “blue was the best fit for them in their opinion.”
A key element U.I.WD. introduced to the SD(MGMT) brand is the critical use of parentheses within their wordmark, a variable device added to once again champion the work of their artists; featuring names, images and creatives. By changing the contents within the brackets, the wordmark becomes an iconic feature that embodies the brand’s supportive approach – exemplifying SD(MGMT)’s role as representative and advocate.