Social media
Seam Out is an independent streetwear brand operating at the intersection of fashion, self-expression, and experimental graphic design. At the core of the brand is the idea of clothing as a way of expression. The name Seam Out refers to the principle of "seams out": what is usually hidden, the brand deliberately makes visible. Visual "errors," unfinished elements, distortions, and external seams become part of the aesthetic and a way to emphasize individuality. Collections are built in the format of thematic capsules, each revealing a distinct concept through clothing, graphics, prints, and details.
CSG's task was to shape Seam Out as a full-fledged streetwear brand with its own ideology, visual language, and digital ecosystem. We developed a brand platform, defined positioning, values, mission, and Tone of Voice. Based on this, we created a logo, monogram, color and font solutions, branded patterns, and additional identity elements. The system was then applied to physical and digital media: printed materials and packaging, social media visuals, branded merch and clothing design, as well as an online store with custom UX/UI design.
The concept is based on the principle of "seams out" — both literal and metaphorical. Seam Out offers not to hide individuality, but to deliberately bring it to the surface. In an era of visually polished and similar trends, the brand focuses on character, imperfection, and personal expression. As part of the brand platform, we shaped the positioning, mission, values, Tone of Voice, and a system of slogans. The key principles became self-expression without compromise, clothing as language, emotionality over trend-following, and the aesthetics of imperfection.
Seam Out's visual system is built on a combination of streetwear aesthetics, deliberate graphicness, and elements of controlled visual "glitch." The palette is based on rich blue, milky, and black, complemented by contrasting orange and pink shades. This system allows for both calm base compositions and bright accent communications for individual drops. The identity uses graphic distortions, uneven lines, an unfinished print effect, patterns, handwritten elements, and intentional visual imperfections. As a result, the system remains flexible while maintaining the brand's recognizable character.
The Seam Out logo is built on dynamic slanted typography with a bold outline, referencing streetwear aesthetics, sports graphics, and the visual culture of the late 1990s - early 2000s. An additional mark became a monogram based on the letter S, designed as a dynamic oval symbol. It works independently of the main logo and is used on clothing, labels, packaging, patterns, and digital media. Different layout options for the mark and logo were developed for the system, allowing the identity to be adapted to various formats.
We developed a comprehensive system of branded media: labels, jacquard tags, packaging elements, postcards, cards, stickers, boxes, bags, and additional order materials. The printed materials actively use brand colors, monogram, patterns, large typography, raw edges, and graphic elements that support Seam Out's aesthetic. Packaging becomes an extension of the brand and an independent part of the customer experience — from the first contact with the order to interaction with individual details inside it.
For Seam Out, we developed an online store with a custom UX/UI design that continues the brand's visual language. The structure and user scenarios were designed around catalogs, collections, and individual drops. The interface design uses large typography, contrasting graphics, photography, and Seam Out's branded elements, while maintaining clear e-commerce logic. The site is adapted for desktops, tablets, and mobile devices. The online store is built on Vue.js with WooCommerce as the administrative system.
FIGMA
Vue.js
WordPress
For full online store operation, necessary e-commerce services were connected: payment solutions, delivery, and order management systems. The integrations automate the store's main processes and allow the brand team to manage the product catalog, stock, orders, and user data from a single system.
As part of the merch direction, we developed clothing and branded product designs for Seam Out. Visual solutions for T-shirts, hoodies, sweatshirts, trousers, jackets, and other items were developed: logo and monogram placement, prints, patterns, inscriptions, decorative elements, and color combination options. The identity was adapted directly to the product, so clothing became one of the main communication media for the brand, not just a surface for placing a logo.
