Client: Apparel By Ataraxic
Project Duration: November 2013–January 2014
Art Direction & Design: Christopher Santoro
Apparel By Ataraxic stands for "Freedom From Demand;" freedom from the status quo and ordinary. They seek to spread the message through bold and unapologetically motivational clothing and apparel, seeking to target and inspire young adult consumers. Within the first call, I was both captivated and amazed by the level of devotion the CEO and his team had to the brand. It was only natural that this energy compelled us to create a prize fighter of a brand identity, as well as some starting apparel designs. This was eventually followed by a small e-commerce website and social presence.