"Shapeshifter is a conduit for me and it brings to the page, my thoughts, words and most importantly, my experiences. The whole idea of Shapeshifter came to me as I found myself evolving – in style, in confidence, in love, in life". - Kayaan Contractor
To develop the identity, we researched a wide variety of materials to establish an understanding of Kayaan’s influences, ideas and goals for Shapeshifter. “I want to bring palpably to my readers an experience, the way I have seen it unfold around me when I shoot at locations. I want everyone to feel with me as they read, I want to make this as real and relatable as possible as it unfurls.”, says Kayaan Contractor. The carefully constructed wordmark and symbol echo the forms found in the fashion . The Slanted ‘I’ expresses the idea of Shapshifter. The logotype is set in the precise but friendly sans serif , modified slightly to define the contemporary character of the brand. These small adjustments allow the wordmark to be used in expressive ways .
Commissioned by Kayaan Contractor