By David Airey

Laura Newton identity design

Contributed by Marta Puchała of London-based Hai-ku.

A recent graduate from Central Saint Martins, Laura Newton is a fashion and knitwear designer who takes inspiration from a wide variety of sources, such as art, architecture, and indigenous cultures.

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

The visual identity was designed in a way that mirrors her process. The tension between ideas is ingrained in Laura’s method of working and is evident in her garments. It’s simple but complexed, geometric yet wavy, sculptural yet comforting. Always experimenting, tinkering and exploring.

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

The stamp, backstage photography style, and choice of newsprint for the lookbook was intentionally aimed at creating a DIY aesthetic.

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

The supporting typeface is based on Laura’s handwriting, working alongside her sketches showcasing the process of developing a garment. It needed to feel as if it came from Laura and wasn’t self-aware.

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design
Sketches by Laura Newton

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

Laura Newton identity design

Specifications:
Business cards: 85 x 55 mm, printed by Blackeyepress
Lookbook: 289 x 380 mm, 8pp, printed by Newspaper Club
Design and art direction: Hai-ku
Photography by Hannah Burton and Laura Newton

Laura Newton identity design

See more of Marta Puchała’s identity work on the Hai-ku website.

Read more here:: Laura Newton