New Brand Launch | Capitol Hill Clothiers

Brand Launch Capitol Hill Clothiers

One of my past colleagues (and friend) sent me the name of a guy who was looking for branding for his custom clothing company. Oddly enough, I had been wanting to design branding for a fashion company, so I was super excited when this all came together.

After my first meeting with Robert, I could tell he knew his stuff. He was very knowledgeable about clothing and current fashion trends, but what really struck me was his desire to use his gifts to serve others.

Robert moved to DC from the midwest to work in politics, but has a background in the custom clothing industry. He wanted to help his peers dress for success and hopes to utilize his business as a way to help clothe the homeless population, or those who may not be able to afford a nice suit.

Robert’s style is original, neat, and intentional. I can’t wait to see the pieces he’ll create for his clients. Here are some of the details from the brand design process.



The first step of my branding process is client assignments. I invite every client to share in a google folder, which includes a series of questionnaires and instructions for them to complete.

In Robert’s client assignment, he used these words to describe his custom clothier business: Classical, Modern, Relevant, Dandy, Results-oriented, Convenient, Consistent, Timely

Robert mentioned Trunk Club and Brooks Brothers as brands he admired, so I wanted to maintain that classic, english feel. I loved his use of the word “Dandy” and made several design decisions based on the word.

Here’s a look at the inspiration board I put together, using images we each pulled from Pinterest.



Next, I began sketching and brainstorming logo concepts.

Robert had mentioned he wanted a unique logo mark using the letters “CHC” so I explored various ways to combine them. He also wanted to use the logo as a patch inside his custom suit jackets, so I kept that in mind as well.

I created 5 black and white logo concepts, because 3 just wasn’t quite enough.

17008_CHCLogos_Artboard 1.jpg


He decided to go with option #1, so I began building out the rest of his brand.

I created a secondary stacked logo, circular sub marks, a favicon, social media icons, a color palette and font selections. Robert had a graphic of two men in suits wearing armor helmets that he wanted to try and incorporate. So I created a new, more modern version of one of the helmets as a way to tie the brand together with the graphic.

Here’s a look at the complete brand style guide.



After the style guide was finalized, I began creating his social media branding. I wanted to maintain that timeless, masculine feel while still keeping the messaging simple and efficient. I created banner images and profile images to use across all social platforms, as well as email signatures and a social media share template.


Social media branding


Email signatures


Social share templates


As part of my No. 2 package (Branding + Collateral Design), the client can select 4 collateral items of his/her choosing for me to design. Robert selected business cards, stationery, an email marketing template and a direct mail piece.

Here is a look at a few of the final pieces.


To find out more about Capitol Hill Clothiers visit them on Facebook, Instagram, or Twitter.

Here’s what Robert had to say about his experience working with me...


What was your favorite part about working with me? Why?

"Easy going, timely, direct communicator."


What surprised you the most throughout the process?

"Turnaround time of work product was fast."


If you were to recommend Casi Long Design to a friend, what would you say?

“Casi Long is a young and talented designer who uses a timeless process to pull clients from concept to design. She operates on a tight schedule and sticks to her promise on deliverables.”


Other Thoughts:

“Casi is a talented and hard-working designer. She has a workflow process that is easy to follow from concept to design with feedback in-between. Her work product is exactly what I expected and I look forward to contracting with her again for future projects.”

Do you have a business in need of a new brand or website? I’d love to work with you! Visit my services page to learn more about my packages, pricing or design process. To view more of my work, visit my portfolio, and if you’d like to chat or learn more, feel free to contact me here!