An unexpected brand concept

What existed: A handful of shirt designs and 2 dedicated founders.
What was needed: A brand concept that could hold it all together and set them up for success.

Erik and Melissa Poulsen dreamt of putting a playful twist on the everyday button-down and uniting interesting people from across the globe. When they started designing, each shirt was an artful expression of what grabbed and excited them. Their love of the unexpected, mischievous, and novel was the only thing holding it all together.

We created a brand concept that was as unique as them. One that allowed them to stay the course and continue to curate a wildly varied collection with seemingly nothing in common. Welcome to Nul: A Cabinet of Curiosities. A collective of artfully designed shirts that have nothing in common other than the interest and passion these 2 founders have for them. With Erik and Melissa now positioned as the co-curators of their own cabinet, they are perfectly positioned to build the empire they envision.

Work Includes:

Website Ideation
Social Media Strategy
Brand Tone of Voice
Brand Story-telling

Brand Concept
Brand Positioning
Creative Direction
Brand Design Language

Website + Social Ideation

The site is designed with lots of white space to feel more like a museum than a store. Neatly organized compartments mimic a cabinet which artfully ties in the brand concept. Imagery is curious and playful and begs for a second look just like the shirts.