By Katy Cowan
When Los Angeles trend-watching firm f32 needed a new look to launch itself, it approached Toronto studio Blok to not only design its new identity but also come up with a name.
Founded by Gina and Lisa Priolo, the company aims to find and champion artists and brands that will go on to shape global culture. They explained: “Whether we’re finding and fostering a new line, bringing new products to galvanise an existing one or connecting brands to buyers, the team’s deep experience, insider knowledge and instinct for what’s next helps brands, retailers, showrooms, editors and distributors navigate the highly changeable world of fashion to stay fresh, relevant, inspiring and original, season after season.”
Honouring this vision, Blok drew the f32 name from the setting on a camera that offers the greatest depth of field, while the identity’s subtle play of feminine pinks and cool greys alongside textured finishes pay tribute to their refined, highly contemporary aesthetic.
In print, the new identity was rolled out across business cards, stickers, stationery and trend reports, and online with a new responsive website. To discover more about Blok, visit www.blokdesign.com or go to their Behance page to follow their latest work.