Proof of Concept is a Los Angeles based design studio creating modern, functional, minimalism for everyday life. Rooted in industrial design, the firm’s lifestyle concepts seek to provide clever solutions with the human experience at the center of every design decision. The brand’s inaugural clothing line, Limited Reserve, features a curated collection of exploratory pieces. Producing these timeless unisex and women’s garments in house in small numbers allows the studio to prioritize its ethos of custom craftsmanship.

Studio Loutsis led Proof of Concept’s visual identity refresh and website design, including ecommerce for Limited Reserve and additional product lines in body, accessories, and home. Working closely with the team at Proof of Concept, we defined the brand’s tension as the intersection between softened organic curves and rigid architectural forms; the brand’s minimalist, primarily unisex aesthetic sits at this midpoint, disrupting notions of traditionally feminine and traditionally masculine design. Studio Loutsis used this tension as the driver of the visual identity process for Proof of Concept. We studied scores of wordmarks in exploring how to express the brand tension, arriving at a wordmark with generous curves applied to boxy letters with substantial proportions.