Dominic LaMarca

Brand Style Guide

Thread Up Oxford and its retail division Uptown Threads required a brand foundation that could withstand student-led communications, donor outreach, and community-facing marketing – audiences with varying expectations and levels of familiarity with the brand. I created a detailed style guide to bring those touchpoints together under a single, consistent identity.

My guide addresses logo usage, color palette, typography, and tone of voice. The color scheme was chosen to highlight the brand’s sustainability concern while remaining adaptable across print and digital applications. To provide a bit of personality without sacrificing legibility, the typography combined Avenir for clean everyday use with “Potato Light,” the unusual typeface from the Uptown Threads logo.

I described the tone of the nonprofit as authentic and irreverent, but professional. This was defined carefully to outline Thread Up’s personality, role in the community, and mission. Thread Up needed to feel approachable and student-friendly while still keeping enough professionalism to create trust with donors and community partners.