Goodfight branding and website

Goodfight is a Los Angeles based fashion label and creative studio. Mouthwash Studio developed their new strategy, visual identity and website. In the new identity, ABC Synt is used as the brand typeface, supported by Swiss 721.

In a webpick article on Communication Arts, Mouthwash and web developer Adrien Picard share some favourite and challenging parts of the design process:

Redefining the branding and wordmark for Goodfight formed an exciting portion of this project that helped solidify the web launch as a line-in-the-sand moment for the brand. The new wordmark is typeset in Synt, an unreleased font by ABC Dinamo. Being one of the first to use a font is a big moment for a brand, and it helps create an ownable and memorable mark that will stand the test of time.

The brand website opens with a carrousel showing images that stretch as they slide from left to right:

The rotating images you encounter on the homepage are a memorable way to experience the brand’s look and feel. Being easily browsable with a unique distortion effect, it really encourages and rewards interaction and exploration. The pace of the entire site is really up to the viewer, giving them control and freedom that deviates from traditional approaches. This feeling is also echoed by the transitions found on the archive page, shifting in and out of the individual stories. It’s a foundational piece to the overall UX of the site, and it served as a through line in the design and development process.