The Studio of
Frank Guia


Brand identity designed for Proof, a technical men's clothing brand originally based in New York. Repositioned and relaunched in 2017 with a new visual identity system that reflects the product story.

Services —
Art Direction, Photography, Packaging

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Inspired by clean lines and silhouettes often seen in metropolitan hubs, Proof is designed with simplicity for a functional purpose. Drawing influence from New York brands like Theory, the Proof visual identity is meant to evoke quality and elegance. The garments are also designed for those who are often transitioning from work to play, reminiscent of modern sportswear.


To visually imply the transitional abilities of the Proof garments, I developed a gradient that is an integral element of the identity. A subtle progression from red to orange alludes to kinetic energy. Heat and motion are the result of an active lifestyle. Proof is designed exactly for that way of life.

Garment Icons

To show the wide range of fabric capabilities, we developed a set of 9 icons. Each icon represents a specific quality that acts as a key ingredient in the construction of each fabric. With varying combinations of these features, the clothes are designed for peak functionality.

Streamlined Trims

Branded elements on garments such as woven size labels, hangtags, etc. are referred to as trims. One of the goals I set out while working on Proof was to streamline a visual system that covered all trims and made them visually consistent. That meant working closely with the vendor making the trims to make sure all printed materials and woven items were cohesive.

Photography Style

All images were directed to be visually consistent in highlighting clean silhouettes on graphic urban backgrounds. The minimal style of the brand identity was intended to be reflected in all photos. For Proof, the technical details and great fit of the clothes were the the primary feature of all photos, more so than story-telling.