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Public Rec reveals new brand identity

By Kristopher Fraser


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Chicago menswear brand Public Rec, founded by former investment banker Zach Goldstein, has revealed a new brand identity, created with the support of writing agency Reed Words and branding and creative agency Studio.Build.

Public Rec was launched through a kickstarter campaign in 2015, and has been fast-growing ever since. Goldstein hopes that launching a new brand identity will help propel his brand into the next phase of growth through a new authentic strategy and distinctive voice. Reed Words has shaped the brand's "leisurewear for everywhere" philosophy into a new message of "to simplify life, for the better." The new visual identity created by Studio.Build covers everything from Public Rec's logo to typefaces and color palettes.

Public Rec’s first product was the All Day Every Day Pant, described as ‘more stylish than sweatpants, more comfortable than jeans’. The ADED Pant proved a huge success and was soon followed by new additions to Public Rec’s smart leisurewear range, which now includes nine core clothing products and a growing selection of accessories.

In a statement, Nicky Place, co-founder and director at Studio.Build, said, “The Public Rec brand has always been an expression of its founder’s personality. Zach is very clear, very driven; he knows success but he’s humble too. He is hugely fastidious, with an incredible eye for detail. All of these traits are also characteristics of Public Rec apparel. It’s clean, it’s simple but it’s so well-considered and put together with such care and attention that it’s elevated above other leisurewear."

She added that, "“Public Rec already had a clear, straightforward personality but most of it was still in Zach’s head. Our job was to formalize and refine the brand so other people could articulate it as well as Zach, giving Public Rec the platform for growth that it needed.”

In a statement, writer Jade Barrett of Reed Words said, “This project is a great example of open-minded, free-flowing collaboration between two creative agencies and an inspiring client. Zach knew he needed a platform for growth but wasn’t sure how to create it. Now he is. There are genuine, clear-cut principles behind everything Public Rec does – the brand’s values are really clear and there’s an authenticity about Zach and his brand that’s really positive and infectious.”

In a statement, Goldstein said, "This has been an incredibly positive learning and growth experience for me, and I’m so impressed by everything Studio.Build and Reed Words have done. It’s so valuable to have the tools to articulate our brand with such precision – it’s already helped with several suppliers and with our new website. We have big plans for Public Rec and now I’m armed with a brand to take those plans forward.”

photos: Courtesy of Red Setter Agency
Public Rec