art direction

brand identity

design

photography

There are countless lifestyle brands for women; Anthropology, Oliver Bonas, Urban Outfitters, Free People, etc. It is almost unheard of to have a lifestyle brand just for men. Jeremy David designs their own take on fashion, health & wellness, home goods, and gifts for men who want products that are as unique as they are. 

Gestalt is a movement in psychology which believes that the whole is more than the sum of its parts. Coordinating the separate parts as well as their combination is essential to communicating a unified brand message (Schmitt & Simonson, 1997). When referring to a brand’s visual identity, their smaller parts (i.e. packaging, photography, physical layout, color, typography, etc) should communicate the brand’s message individually as well as when combined, creating a strong and unified visual experience.

For this thesis, Lifestyle brands were chosen because they provide an array of products; fashion, home decor, health & wellness, and gifts under one brand. After researching and studying various small and large scale lifestyle brands, the one’s that were found to be the most successful and thriving were the brands who utilized the Gestalt principle in their visual experience. Jeremy David was created to exemplify the impact utilizing Gestalt can have for a small brand.