The AM monogram — the A and M share a stem, set in Pantone 345 C.
Brand identity & environmental graphics · 2025
A menswear label built on a friendship that started on a street corner in Los Gatos. The identity turns that corner into the brand's whole visual language.
The AM monogram — the A and M share a stem, set in Pantone 345 C.
The brand
Andrew and Morgan met in 1996 at the corner of Main Street and College Avenue in Los Gatos. A reunion nearly thirty years later turned that friendship into a clothing label about the places and moments that shape people.
That story gave the identity a spine. Rather than decorating the brand with generic menswear cues, every application points back to a specific place — the streets, the desert, the road.
The monogram interlocks the A and M so the two letters can't be separated. That's the entire brand argument, compressed into one mark.
Woven label sizes stepped from 2.5 in to 5 in, all locked to Pantone 345 C.
Colour cards give each shade a story — Desert Sand is named for Palm Springs, where the founders' paths crossed again in 2024.
Signage
The most enjoyable part of this system: garment names rendered as regulation-style highway signage. Shepherd & Sims, Bascom Hoodie — street names from the founders' hometown, set in green-and-white road furniture and priced like exits on a freeway.
The pieces were produced at real environmental scale: a 48 × 84 in highway panel, 32 × 32 in and 24 × 30 in signs, each with its own cut file for contour trimming.
48 × 84 in highway-format panel — product names styled as exits.
24 × 30 in sign, monogram reversed out of the brand green.
Environments
The mark scales down to a woven garment label and up to a step-and-repeat backdrop. In between: a logo floor mat for the retail entrance, table coverings, and poster boards carrying the brand's founding story in handwriting.
Every piece went through prepress and proofing before production — the step-and-repeat sized to camera framing, the floor mat spec'd for a commercial entryway.
Step-and-repeat backdrop for events and press
Logo floor mat, retail entrance
Founding story, hand-lettered for in-store poster boards
Campaign imagery for large-format poster boards.
The desert thread that runs through the colour naming.
Next project
Contact
Based in San Jose, working across brand, print and digital.