IRL meets URL for a future commerce experience.
Brand Identity
Design System
Type Design
Print
Motion
Digital Design / UI + UX
Technical Consulting
California-based start-up Basic Space is a curated digital marketplace that provides access to unique experiences and exclusive products from the individuals shaping tomorrow. We were asked to reimagine the brand across all touch-points to reflect its core values of discovery, curation, access and authenticity.
Our solution was to create a brand identity that unequivocally positions Basic Space as a future-facing digital platform, allowing users to connect intimately with the world’s next generation of artists, musicians, designers, icons and iconoclasts.
We commissioned a bespoke typeface that reflects the avant garde principles behind the brand. Influenced by modernist typography and native browser styling, we worked with Frost to create FT Basic Space - a grotesque type family composed of 14 styles and letter forms that are specially designed for digital displays.
The visual language was rooted in the idea of ‘IRL to URL.’ A blurring of the lines between physical and digital experiences. A URL and artefact system was developed that gave each product and experience its own unique code, signifying the seller, item number, item type and date.
By placing more focus on the sellers and the stories associated with each product, the new Basic Space platform reimagines the online shopping experience and captures the attention of its elusive Gen-Z user base.
The brand URL system is featured heavily throughout the site, working both as a page header and navigation breadcrumb. In addition to the URL system, the introduction of category tags creates a familiar UI, allowing the user to intuitively browse similar products and experiences.
One of the site’s unique features is its digital storefront, where sellers live-stream events and experiences through their own channels within the Basic Space platform. Users can watch the events while simultaneously shopping related products that are curated by the seller.
Brand Identity
Design System
Type Design
Print
Motion
Digital Design / UI + UX
Technical Consulting
