endside modern

Vada has had the awesome opportunity to work with midcentury modern guru Benjamin Alvarez on the rebrand of his decor company, endside modern.  We had the opportunity to do a lot of awesome work for this brand. The work included the brand identity, business cards, pricing tags, ebay store skinning and design, web design, 3D posters, and email newsletter template design.

Ben has been an amazing client to work with.  His company is stationed currently in North Carolina, so a lot of our correspondance was via emails, phone calls, and FedEx.  It has been fun to ship things back and forth and really get some collaberation going.  Some of Ben’s photography of his products even appears in his business cards.

The first thing to tackle with this brand was the logo.  Andrew took his cues from 50s swiss modern design.  The typeface helvetica was selected and from there it was sliced and diced until Andrew found an interesting abstraction of the lowercase ‘e’ in helvetica.  Some of the original modern swiss designers believed that the alphabet should only include lowercase letters – and when the top of the lower case ‘e’ is sliced off it almost resembles an end-table or even a midcentury modern sofa or egg-chair.

After the logo came about, the business cards just seemed to flow out of them.  For the business cards, Andrew and Ben decided to create a subtly changing systems that could present the logo and the type of products that endside sells.  They created square cards with alternating images, abstracted from closeups on midcentury decor.

After that, michael got involved in the project and designed the beautiful 3D sign to be set up at Ben’s booth found below.  Andrew and Michael worked on the idea for a while.  It first started as a flat poster . . . and Michael and Andrew decided to find a more interesting, architectural, almost furniture-like way to present Ben’s information.  They quickly made a mockup and sent it to ben:

Ben loved it!!! With lots of exclamation marks, so Michael ran it off to the printers and we got some awesome boxes (after 3 reprints):

Next michael created tags and rebranded the ebay store.  Anyways . . . long story short, everything was awesome and this has become one of our very favorite projects.  To close up this post, here are some snapshots from Ben’s current store setup in NC.  Enjoy!  (look for our tags!)