HEAT is a fashion and retail platform for the digital generation. Working with the world's most iconic brands, HEAT uses their surplus stock of past seasons to curate mystery streetwear drops and engage with Gen-Z audiences through interactive digital experiences. The company solves a tremendous waste problem that stems from stock destruction and connects young audiences with luxury heritage brands through immersive online shopping.
Working together with motion designer and artist Sam Bailey, we created a brand on the concept of building a framework of boundaries and then breaking it. The idea came from the unique position HEAT found itself in—an industry full of heritage and tradition, yet breaking out into the digital unkown, estabilshing new rules and new traditions.
The visual language utilised the character of contrast—digital vs physical, old vs new, luxury vs streetwear. The combination of clashing typography, thermal imagery and dynamic blue flames come together to reflect a future vision for a brand that exists somewhere between the physical and digital realms.
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