The Outline Studio

A dynamic identity that draws a line from concept to creation

Two founders with a shared vision: to redefine the UAE fashion landscape by establishing an accessible, high-quality production facility that provides regional designers with the resources, and tools to realise their ideas. MAISON 024 was engaged to develop a brand concept and identity that matched the ambition of this vision. Through a collaborative process, we created a system that merges two perspectives into a single, unified expression; deliberately positioned outside conventional industry codes.

Creative Direction

Outline takes its name from the line as a defining element, both structural and directional. This concept is translated visually through the use of contrasting weights, exploring the line’s ability to create form and convey hierarchy. The resulting identity is restrained yet layered, aligning with the brand’s positioning as both functional and design-led.

The name also reflects the brand’s dual focus: structure and creativity. Like a line that shapes an object, Outline moves ideas from concept to execution, guiding designers through each stage of development. Beyond garment contours, it signifies a methodical approach to design and production that underpins the brand’s ethos.

Inspired by base pattern blocks for garment production, the graphic language uses functional, adaptive shapes as a blueprint. These shapes reflect the brand’s role in guiding designers through a structured, methodical process.

Wordmark + Brandmark

The wordmark balances two contrasting typefaces through a play of thick and light strokes, reflecting the brand’s structured, supportive framework.

Derived from the “O,” the brandmark forms three concentric layers that represent connection, community, and the collaborative ecosystem at Outline’s core. Each layer builds on the next, symbolising an interlinked system designed to support and sustain designers.

Ruby Kreidieh
Co-Founder

“MAISON 024 executed our vision in the perfect manner, always going above and beyond for us with their flexible and collaborative approach. The branding work they created for us had a great combination of strategic and creative results. The team is amazing and I could not recommend them enough!”