Identity
Motion Design
Credits
Creative Direction
Ben Vina
Design
Jack Riley
Michael Stark
Motion
Jack Riley
Copywriting
Alex Applegate
Good Counsel is the first fully size-inclusive luxury menswear brand. Offering sizes S–8XL, it reimagines conventional sizing standards to ensure all men have access to premium clothing.
The visual identity reflects Good Counsel’s reimagined size offering through a line component, termed the GC range. The GC range appears across brand marks, display type treatment, and motion behaviour. The feel-good nature of something made just for you is conveyed through the GC yellow and spirited photography. Imagery is cropped to different scales to shift focus between the figure-complementing cuts of the garments and the quality of the fabrics and trims. A black-and-white image treatment further emphasizes these details, and echoes the brand’s clean and minimal aesthetic.
The result is an identity that speaks to modern masculinity: elevated, inclusive, and undeniably good.
Full deck available upon request.