Project X Dundee

Project X Dundee—X Marks the Spot

Project X Dundee is a handcrafted, tailored storm jacket placed in the Highlands of Scotland for collection on an adventure of your own making. Founded by Oli Pilcher, a photographer and menswear shop owner in London, the project was born out of a desire to bridge fashion, adventure, nature and function into a newfound experience. Creating the identity for Project X Dundee provided a unique opportunity to play off of the public’s lack of familiarity with the bespoke product and concept. The more cryptic PXD became, the more interest it could garner. Uncovering the brand via minimal site and social details mimics the experience of seeking out the premium product, and mission that follows.
Art Direction, Brand Identity, Naming, Responsive Web Design and Development