Proper Standard

T-shirt and poster graphics exploring brand launch without physical products

Whiteboard partnered with founder Bobby Vannoy to explore an unconventional approach to launching Proper Standard, a concept outdoor gear brand that needed to establish its identity and values before any products existed. Rather than waiting for physical product development, we collaborated on creating a series of conceptual graphics that could serve as the foundation for brand recognition and community building. The challenge was distilling a loose set of ideas into cohesive visual statements that would resonate with outdoor enthusiasts and potential customers. Our design exploration focused on t-shirt and poster graphics that captured the spirit and philosophy behind Proper Standard, creating tangible expressions of the brand's outdoor ethos. Each design functioned as both merchandise opportunity and brand-building tool, allowing the company to test market response and build audience engagement before committing to expensive product development. This approach demonstrated how strategic design thinking can help emerging brands establish market presence and community connection, even in the earliest conceptual phases of business development.