SITUATION
Parallel Editions publishes and sells high-end books on the visual arts, out of Los Angeles and Paris. A business selling art books to people who care about design gets judged on its own design before anyone opens a single title.
DIAGNOSIS
The category splits into two failures. Loud enough to compete for attention and it undercuts the work inside. Restrained to the point of invisibility and it reads as a warehouse rather than a curator. What the brand needed was the specific feeling of finding something extraordinary in something plain.
DECISION
Build the identity around a vintage design book found at a garage sale in the LA hills. Worn and minimal outside, extraordinary within. That's the experience of buying from Parallel Editions, so it became the logic of the brand rather than a story told alongside it.
WHAT WE BUILT
Logo suite, visual system, content creation and social graphics.
