Gen Z: 2020 Style Guide

Late in 2019, we started the process of creating a look and feel within our brand that was targeted toward Gen Z. We wanted it to feel native to the spaces they spend time (online), and most importantly, we didn’t want it to come across as unauthentic. We spent a lot of time exploring different styles and landed on the style we called “Net Punk.”

Once we landed on a specific style, it was time to find someone who could bring that style to life. Because of the scale of the project, we knew we would be working with an agency to help develop the style and create the assets. After looking at our options we decided to work with the agency, I Love Dust. We gave them our preliminary concepts and style direction and then started the long process of developing and reviewing the work.

Once we had all the assets created and our design style finalized, it was time to put it all in a style guide. Creating the style guide consisted of developing a system of use, writing up rules and guidelines, organizing and making sense of the large number of assets, and creating sample executions.