Description:

In a fashion landscape driven by fleeting trends, urgency, and excess, Aotearoa-based fashion designer Des Rusk set out to create a new brand grounded in merino staples, one that values restraint over noise. A strategic framework and brand philosophy were developed, followed by an extensive naming process, resulting in the birth of Longform.

'Long' speaks to time, the longevity of quality merino, and the stories that well-loved garments accumulate over a lifetime. 'Form' evokes structure, silhouette, and movement.

Every creative element - branding, packaging, copywriting, digital platforms, videography, photography, art direction, and social channels - was meticulously tailored to establish a unified and enduring brand narrative, reflecting the timeless essence of the garments themselves.

The wordmark, bold and unwavering, serves as a plinth, designed to support the brand’s foundation and identity, working hard across all mediums and formats.

Brutalist-inspired typography and utilitarian fonts balance softness with structure. The crisp contrast of type against the warmth of materials, colour, and imagery reflects the product itself: elevated yet essential.

The Longform Asterisk is a distinct symbol that implies continuation, depth, and intention - suggesting there’s always more to tell. Designed as an emblem of thoughtful minimalism, it’s subtly stitched into garments, becoming a quiet visual signal that less can be more.

The result is Longform. A brand that fits effortlessly into the daily rhythms and style of those who value thoughtful design, sustainable choices, and meaningful craftsmanship.

Considered. Crafted. Made to last.