Walt & Finn

Building a clothing brand that boys—and moms—love

The Problem

In the world of boys fashion, there’s a significant lack of stylish, durable, and comfortable clothing options for boys in the 6-13 age range. Based on personal experience, Walt & Finn knew how frustrating it was trying to find clothes that get both moms’ and boys’ stamp of approval. So, they decided to start a fashion line to meet this need.

What We Did

The brand identity process started with conducting research that helped us identify the brand’s target audience and develop an overarching narrative. We presented a doze name, mark, and tag options to the client, who chose our top suggestion, Walt & Finn, because it captured the nostalgic vision of boyhood—full of adventure, risk, and discovery—that we wanted to communicate. To connect today’s styles and this timeless narrative, we created a visual language that paired modern typography and color palettes with old school photography and vintage illustrations. With the visual and narrative direction locked in, we built out a brand identity and guidelines document to help the client implement the Walt & Finn brand across all channels.

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