Roam
Apparel for Every Wear, Everywhere
We were approached by Practice Theory Singapore as a creative team with Pierre-Ange Aznar to translate their strategy for the launch of Roam, a Hong Kong–born apparel brand, into a complete brand identity.
The challenge was to create a visual identity rooted in the brand ethos: Every wear, Everywhere, and to support the Every wear experience elevating the fast-paced urban lifestyle with comfortable, high-quality clothing that transitions seamlessly from work to play.
As a result, we developed a full brand system and art direction that celebrates the everyday. A visual language as versatile as the wardrobe itself, one that could flex from subway platforms to rooftop bars without ever losing its sense of purpose or place.
Client:
Roam
Year:
2023
Type:
Branding
,
Art Direction
Project Description
Roam is a new essentials brand born from the spirit of exploration, designed for people who move through life with purpose, curiosity, and spontaneity. Our goal was to support Roam’s launch by creating an elevated brand experience for the Hong Kong market and audience. Guided by Practice Theory’s strategic insights, we built a visual system inspired by everyday life designed to resonate with urban explorers navigating fast-paced environments.
We took inspiration from simple yet meaningful elements, taking cues from the everyday: using a dotted layout system reminiscent of perforated planners and notebooks, referencing the rhythms of daily life and the flexibility of modern wardrobes. The logo and motion principles symbolize exploration and ever-changing pathways, reinforcing the dynamic spirit of the brand.
Our art direction highlights real people wearing Roam in a variety of everyday scenarios, at different times of day and in diverse locations, reflecting the brand’s "Every wear, Everywhere" ethos. Through photography, motion, and visual design, we aimed to bring this concept to life in a way that feels authentic, elevated, and inspiring.
My work on the project spanned art direction, logo design, visual identity, motion design, social media templates, website look and feel, and collaterals. The final deliverables included a brand book, complete brand guidelines, and a full set of campaign photography and video.
After the launch, Roam has continued to grow, earning the Best Brand Image Award at the 2024 Hong Kong Designers Association (HKDA) Brand Design Awards. The brand has also expanded into major retail places, including Galeries Lafayette and K11 Art Mall.
Credits
Creative Direction
:
Practice Theory Singapore
Art Direction & Design
:
Ismail Fikri, Camille Bourdon, Pierre-Ange Aznar
Photography & Video
:
Thanuth Sawangjaeng
