we.are.outline

While the space was in progress, we consulted on materials and colorways to complement the brand aesthetic. The resulting warm leathers, blond woods, rich greens and pops of red feel like a destination rather than a campsite. In tandem, we helped select uniforms that reflected the space’s casual hospitality, emphasizing goods made from sturdy, hardworking fabrics that soften with wear. (Like all the best adventure gear.)

We leaned into Appalachia meets Alpine aesthetics, nodding to vintage outdoor brands and Italian precision. Icons were set in a halftone style to mimic embroidery (and were occasionally bookmarked by map coordinates), while embossed, leather-bound, richly saturated menus make exploring offerings a delight.

In conceiving of a name for Soprana, we took inspiration from the culinary direction as much as we did their spot in Asheville’s skyline. The name was derived from an Italian adverb meaning “on top,” while the custom wordmark taps into the feeling of red sauce and rising dough. @sopranarooftop

For Azure Road, thoughtful systems create familiar patterns across platforms. The travel, culinary and lifestyle publication makes its mark with an unexpected take on the brand’s monogram, referencing the arrow of a compass. A collection of stamp-like icons also appear throughout the brand, signifying its North Stars—the values that define Azure Road’s perspective and guide editorial content–while bespoke geometric templates build visual cues for recurring series and rich content.

A newly launched lifestyle publication that views the world through a more mindful lens, Azure Road is both trailblazing and decidedly down-to-earth. To compliment this singular positioning, we created a striking brand inspired by vintage publishing and the Mediterranean’s bold palette. A sharp system of clean geometries act as frames for sweeping photography, while the wordmark’s wide, curved serifs strike a balance between elegance and approachability.

For Azure Road, a digital platform devoted to conscientious living in every sense, geometric shapes form the backbone of a unique visual system. Inspired by the platform’s travel and lifestyle-focused content, a series of endlessly customizable frames signify windows, gates, and surprising perspectives. Whether readers are on a literal journey or a more symbolic one, traveling the world or examining sustainability in their everyday lives, bold framing acts as visual portals to new ideas and broader horizons.

A refined custom wordmark for The Corner Suite, a spa in Savannah, Georgia, evokes sculptural elegance and inherent tactility. Paired with serene imagery and ethereal typography, the dynamic mark illustrates their highly curated approach to wellness. In crafting the brand’s language, we emphasized their greater ethos of restoration. By inviting guests into an alluring world where science and serenity coexist, The Corner Suite’s positioning accentuates its identity as a haven for all kinds of care.

Embarking on a rebrand for The Corner Suite, a high-touch, low-pretension spa in Savannah, Georgia, we kept the founder’s vision for a nourishing retreat top of mind. Inviting yet elegant, the brand world is defined by its subtle details—from a sculptural wordmark inspired by Greek medicinal traditions to the delightful, tactile elements guests might encounter throughout the space.  Using nature and fine art as key points of inspiration, we imagined an immersive experience that mirrors the spa’s treatments. The brand maintains subtle nods to its medical credentials, gently illustrating that both ritual and recovery are promised here.

By @we.are.outline⁠ ⁠ An emerging brand in the coffee realm, Kloo is on a mission to decode the complexity of coffee with its user-friendly, top-tier concentrates. To craft a captivating and inventive brand image, they enlisted the creative prowess of Charleston-based creative studio Outline, who developed all elements of the identity – from the initial strategy through to the final photography.⁠ ⁠ The brand journey commences with the distinctive name itself, ‘Kloo’ – a name that symbolises ‘a gradual awakening and a radical revolution.’ The subsequent visual language brings an unexpected, luxurious aesthetic to the coffee sector. Central to the look is the Kloo brand mark, inspired by fluidity and the product itself – a coffee concentrate, with maze-like trails spiralling out from a core ‘K’ shape. “Throughout the packaging,” notes Creative Director Ky Allport, “we intentionally flip between moments of weight and moments of spareness. On the front of the bottles, the brand mark is set in a cream colour as a wink to milk or cream swirling as it mixes with a cup of coffee.”⁠ ⁠ Check out the full case study on our site.⁠ ⁠ ———⁠ ⁠ CREDITS⁠ Graphic Design: @we.are.outline⁠ Typography: Custom wordmark by @we.are.outline⁠ Photography: @benjack⁠ Styling: @hoardersheir⁠

As easy-breezy as slipping into one of Buru’s pieces, navigating the new site for the small-batch womens’ clothing brand reveals features that mirror the intentionality of its designs. Bright borders, layered fabrics, and curled typography bring the brand’s physical presence to its digital space, while customer-focused details make shopping both simple and delightful. Each product page highlights the garments’ thoughtful details and showcases multiple ways to wear, while the Fit Library guides shoppers through Buru’s silhouettes and sizing, showing the garments on a range of bodies. Website development @bykinful

A series of visual elements add a depth of authenticity to Buru, a small-batch clothing brand aimed at busy women of every stage. Type lockups inspired by vintage clothing labels highlight details about the clothing brand’s headquarters, family-owned status, and production ethos, while Birdie, the whimsical concierge mascot, lends a playfulness to customer service. Buru’s inherent fun and sophistication extends to other tangible elements, too. Tags, bags, and print pieces feature classic type and unexpected layers of color and texture, ensuring moments of surprise at every point in the shopping process.

To create an elevated look for an already-beloved clothing brand, we looked to Buru’s inherent values: accessible style, effortless polish, and everyday whimsy. Though originally conceived for busy or breastfeeding moms, the brand’s universal flexibility speaks to all modern women, celebrating style that’s easy, functional, and confidence-boosting no matter the wearer’s stage of life. Falling on Buru’s 10-year anniversary, the refresh marked a major moment in the well-loved brand’s world. The new brand mark and graphic elements mimic the twisting and turning of a ribbon, hinting at Buru’s delightfully unexpected elements: from its garments’ generous pockets, hand-picked vintage buttons, and sustainable production to the sense of community it fosters.