• Jonathon Coleman

JoeFreshGoods is a fashion icon in Chicago. His streetwear is seen across the states and has pioneered trends that have seen runway, music videos, and on dudes walking through Florence. If you’re from Chicago, you know Joe. His brand has been reduced to JFG due to legal reasons. A new website was in order. We thought it was a great idea to condense it down to one page while the merchandise and store (shop page) got organised. An edgy and typographic solution was in order. Allowing for the new colors to be morphed into a gradient that could play across touch points. The solution ensures a positive response from the viewer, allowing them to interact and digest information in a straightforward layout-centric solution.