Public Rec Reveals Refined New Look and Smart New Voice by Studio.Build and Reed Words

Public Rec Reveals Refined New Look and Smart New Voice by Studio.Build and Reed Words

Public Rec has revealed a new brand identity, with strategic support from writing agency Reed Words and branding and creative agency Studio.Build. Launched through a 2015 Kickstarter campaign set up by former investment banker Zach Goldstein, the Chicago based menswear brand has grown fast, fueled by the passion and energy of its founder who is ready to take Public Rec to the next level - and the new brand and voice gives him the tools to do just that.

Together the agencies have given Public Rec an authentic, distinctive strategy, identity and voice. Reed Words has shaped the brand's 'leisurewear for everywhere' philosophy into a clear, simple strategy, tone of voice and central purpose - 'To simplify life, for the better,' whilst the new visual identity created by Studio.Build covers everything from Public Rec's logo to typefaces and color palettes.

"The Public Rec brand has always been an expression of its founder's personality," explained Nicky Place, co-founder and director at Studio.Build. "Zach is very clear, very driven; he knows success but he's humble too. He is hugely fastidious, with an incredible eye for detail. All of these traits are also characteristics of Public Rec apparel. It's clean, it's simple but it's so well-considered and put together with such care and attention that it's elevated above other leisurewear.

"Public Rec already had a clear, straightforward personality but most of it was still in Zach's head. Our job was to formalise and refine the brand so other people could articulate it as well as Zach, giving Public Rec the platform for growth that it needed."

Reed Words also developed a manifesto, tagline and belief statements that can be mixed and matched on advertising, social media, packaging and elsewhere. Studio.Build captured the new look and voice in a brand book and guidelines - creating a toolkit that ensures Public Rec is always seen and heard in the best way possible. The new guidelines are already being used by Public Rec on everything from descriptions of its bespoke fabrics to its new website, also written by Reed Words.

Images: Courtesy of Studio.Build and Reed Words