Brand
& Identity
Designing an unexpected experience.
The Black Tux set new standards for service, interaction, and value in order to undo a generation of consumer neglect in the rental formal wear industry. My mandate was to make sure all customer touch points adhered to that standard.
![Identity Guidelines](https://freight.cargo.site/t/original/i/34b03baf5ada6ce4b2508cc5202f7a94c126b9b68d90c298d693795c307b4c46/xyzTBT_sG_Identity.png)
![Color Palette](https://freight.cargo.site/t/original/i/45c59f77951996b8b6f502f5d1f1acda4cf20d0c1f2672a1426c0a0ed6e7b876/xyz_TBT_sG_Color.png)
![Typography](https://freight.cargo.site/t/original/i/9e8740ee0a2fe61924ecddb7f2b4c6bac559e34288952aea5d2dd516f533ec10/xyz_TBT_sG_Typography.png)
![Creative & Art Direction](https://freight.cargo.site/t/original/i/98e49fff27238ee3bab0a1c786b913ef92e918a7d02012f75cfc795b4bade4f4/xyz_TBT_PhotoWinter16.r1.jpg)