Brand Identity, Design, Art Direction

I've known Troy, the founder of Then, Now, Always, for the better part of a decade and I am convinced there is not a more genuine, caring, real, and selfless individual on the planet. His personal attributes have manifested in the form Then, Now, Always—a lifestyle brand that exists to remind people that God has always loved them, continues to do so, and always will.

I've worked with Then, Now, Always in the past on designs for seasonal releases, but when Troy approached me to overhaul the brand, I was immediately on board. We talked for hours about life experiences, people, love, and naturally, the vision for the future of the brand. Understanding that the heart of Then, Now, Always will never cease to exist, brought us to the conclusion that the brand should be timeless—despite its place in time or application.

The new brand color palette is metaphorical, conveying beauty and hope in the desert places. The custom logotype is inspired by vintage title treatments of spiritual literature from the 1960's and 70's and adorned with elegant ligatures. These new brand assets can be found on all types of apparel, packaging, and in-person experiences—classic enough to look like they've been around for a decade, modern enough to carry the brand into the next 10 years of operation.