Philadelphia agency Defy created the brand identity for Gerald, Boyds' affordable menswear line aimed at quality-conscious, price-aware men aged 25 to 40. The identity uses a refined vintage-leaning New Spirit wordmark, garment-inspired tones and a warm orange inherited from Boyds' 85th-anniversary branding, with labels, hangers and garment bags treated as core brand expressions. The article reports positive customer feedback and sales exceeding expectations after launch.
BP&O’s article by Emily Gosling reviews &Walsh’s new global branding system for the advertising agency GUT. The refreshed identity expands on the original 2019 logo with a custom 3D typographic system, city icons, and comprehensive brand guidelines to unify GUT’s international offices. The review praises the originality and scalability of the design while noting minor legibility issues at small sizes.
