Houston White

Brand Identity

CultureProgress

Entrepreneur, designer, and community leader Houston White has built a community hub, retail space and growing apparel and accessories business over the past 13 years under the brand HWMR, or Houston White Men’s Room—his barbershop in North Minneapolis. Together, we solidified Houston White as a brand unto itself, with distinct product brands supporting it.

10 Thousand Design Houston White Text Image 01

Houston’s vibrant spirit and ambition to bring together people of all identities, races, cultures, backgrounds, and neighborhoods in pursuit of higher good illuminated for us a new pathway for his business and his brand.

10 Thousand Design Houston White Grand Opening 02
10 Thousand Design Houston White More Than Abarbershop 03
10 Thousand Design Houston White Hat Fitting 04
10 Thousand Design Houston White Business Grid 05
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10 Thousand Design Houston White Brand Book 07

We designed this Brand Book to evoke the intention, distinction, and spirit of the Houston White brand, telling the story of its cultural roots and evolution from community-building barbershop to conscious fashion design house.

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10 Thousand Design Houston White Celebration Of Self
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10 Thousand Design Houston White Cultural Collision 12
10 Thousand Design Houston White Brand Book 14
10 Thousand Design Houston White Celebration Of Self 10And15
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10 Thousand Design Houston White Brand Book 17

We developed lookbooks for each product brand to showcase seasonal collections with stunning photography alongside the design details for each piece and notes on the cultural ideas that inspired them.

10 Thousand Design Houston White Brand Identity 18

The master brand identity is born of one of the very first sketches Houston himself created to blend the H and W of his name. The crest is a mark Houston had incorporated into different collections, reflecting his sense of community as family and brand as a connecting force. We redesigned the crest to elevate the original symbols of Black excellence and add the tools that the Houston White brand uses to bring people, cultures and communities together.

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10 Thousand Design Houston White Bowtie 20

The New Classic identity with its minimalist shield and timeless typeface takes cues from vintage formalwear, specifically Black Ivy League styles. The collections within this line offer new perspectives on traditional forms to make them more dapper and distinctive.

10 Thousand Design Houston White Victory Logo 21
10 Thousand Design Houston White Victory Clothing 22

Viictory brings bolder hues and cultural textures to sportswear, incorporating the founder’s lucky number seven in roman numerals as part of the rightfully ambitious name. Houston White is a pioneer in bringing Black culture to golf and tennis with the intention of opening these sports to more players and communities of color.

10 Thousand Design Houston White Fresh Logo 23
10 Thousand Design Houston White Fresh Clothing 24

The Fresh design nods to challenging the status quo and being true to who you are. The collections under this product brand offer leisure looks for feeling good and living big, dreaming hard and hustling harder.

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Houston White exists to create strength through cultural collision, to demonstrate how our differences make us dope, to inspire an inclusive celebration of Black culture, and motivate us all to take action toward a more enlightened and equitable world.

Client

Houston White

Role

Brand Strategy, Experiential, Consulting, Black-owned Business, Branding and Identity
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