TRUST
TRUST (Tried Resilience Under Stressed Times) is a company that embodies the many passions of founder Khalil Malamug, but more importantly, it pays tribute to his mindset when faced with new challenges. If “you can do whatever you put your mind to” were a person, it would be him. AD90 was tasked to build the foundation: develop a brand identity that would capture the essence of the brand, guide content development, and serve as the framework for all future endeavors.
- Brand Logo
- Color Palette
- Typography
- Design System
- Brand Collateral
Wordmark
The word “trust,” is a strong word that embodies deep meaning within itself, so we wanted to put it front and center. Why take away from it and make it secondary? Instead, we went all in and found a typeface that speaks to the personality and captures the bold, confident, and mentally strong essence of the brand. The new wordmark is modern, futuristic and timeless, and can cross multiple industries without feeling out of place. This was important as the brand’s goal is to explore different passions (i.e. combat sports, auto, and lifestyle) throughout the lifetime of the business.
Design System
Strategic thinking is an approach that the brand stands strong by: calculating your steps, planning ahead to set yourself up for the future you want, and knowing how to pivot when life throws obstacles in your way. To capture this mentality we broke out a framework that was inspired by the game of Chess. Referencing the square blocks of the game board to help tell a story. This framework allows us to highlight important messages and callouts, while giving a nice home for larger bodies of text making it easy for the viewer to track and read.
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