Straightforward is a homegrown brand known for affordable, well-made essentials. Since 2014, it has grown to over 36 stores nationwide. Proof that simplicity, done right, endures. As the brand scaled, we helped define a philosophy built on purpose and adaptability. We then developed an identity system anchored in Boundless Basics. A design approach that reflects Straightforward’s core offering: versatile pieces that move and grow with the people who wear them.

Collaborated with:

Studio Mara — Interior Design


We built the brand around a Boundless World, where clarity meets self-expression. Instead of fixed categories, we created a flexible identity system that evolves with its audience. We brought this idea to life through an “S” mark inspired by the infinity symbol: Subtle, continuous, and boundless.

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We chose Roobert for its clean, approachable character and flexible range of weights, ideal for both digital and in-store use. The color system adds structure to the brand, with neutrals for versatility and an accent palette drawn from the rainbow to reflect diversity, expression, and living without limits.

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Photography plays a key role in the brand’s creative direction. We defined guiding keywords to bring structure and consistency across platforms.

To bring the Boundless World to life in-store, we collaborated with Studio Mara. Open layouts, modular displays, and a grounded palette reflect the brand’s ease, adaptability, and everyday clarity.

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