535A Bond

An expressive identity with cultural grounding

Based in New York, 535ABOND is a luxury footwear label that celebrates the cultural richness of the African diaspora through contemporary design. The brand required an identity system capable of resonating with a global, multifaceted audience while maintaining a strong link to its heritage. We developed a concept and visual system rooted in expressive structure, designed to articulate the brand’s narrative and support its positioning.

Creative Direction

The brand name reflects a personal journey for the founder, paying tribute to a family connection and grounding the brand in heritage and community. It holds both personal and cultural resonance, establishing a sense of belonging that anchors the wider brand experience.

The visual identity draws influence from mid-century modern art and design, aligning with the bold, expressive forms found in the founder’s collection. Contrast serves as a central theme, visually articulating the brand’s balance between heritage and contemporary expression.

Wordmark + Brandmark

The wordmark creates impact through its bold composition, drawing contrast between the numerals and the letterforms, a deliberate nod to the brand’s emphasis on juxtaposition.

From this system, the brandmark was developed by abstracting the “A” and “D” letterforms into a unified symbol, representing a link between two points and reinforcing the brand’s core concept of internal and external connection.

Colour Palette + Typography

Inspired by the founder’s initial mood board, the palette blends vibrant hues with deeper, grounding tones, reflecting the diversity and richness of the African diaspora.

The typographic direction supports the brand’s intent to challenge convention. A typeface that inverts traditional stroke proportions, flipping horizontal and vertical widths, was selected to disrupt visual norms. This typographic treatment adds a layer of distinction while reinforcing the brand’s expressive identity.

Tovah Robinson
Founder

“Working with MAISON 024 was an absolute pleasure. Both founders listened with intention and engaged thoughtfully with my ideas. They translated my vision into work that met the level of quality I was aiming for. The team was collaborative, open-minded, and responsive—effectively interpreting feedback to deliver outcomes that truly reflected my brand.”