Endless Movement with Internet Made.
For this edition of The Right Idea, we'll delve into NARI's strategy-first approach for Internet Made with Design Director Chloe Legret.
For Internet Made, the mission was clear: create a brand that could really stand out in a niche of fashion where styles often blend together, while still being flexible enough to act as a platform for collections, social content, and a voice for their loyal community. We kept our focus simple - elevate, not emulate.
We brought three unique creative directions to the table, each highlighting different aspects of the brand’s story and personality. The options ranged from a raw, digitally inspired approach to a polished, tactile look. Ultimately, the team chose the direction that felt most in tune with Internet Made’s online roots - something that would naturally connect with their digital-first audience.Built around the idea of ‘Limitless Potential,’ we developed the concept ‘Digital Roots.’ This identity was designed to connect with a generation that’s been with Internet Made (previously ZRK) since the early days, an audience that’s passionate about fashion, art, culture, and storytelling. We wanted to create something that felt both accessible and aspirational, with a foundation of visual principles that felt raw, real, digitally engaged, transcendent, and confidently bold.
Built around the idea of ‘Limitless Potential,’ we developed the concept ‘Digital Roots.’ This identity was designed to connect with a generation that’s been with Internet Made (previously ZRK) since the early days, an audience that’s passionate about fashion, art, culture, and storytelling. We wanted to create something that felt both accessible and aspirational, with a foundation of visual principles that felt raw, real, digitally engaged, transcendent, and confidently bold.
Throughout the process, we worked closely with the team to refine the brand’s core elements, but the biggest transformation was in the marque. We started with a typographic concept, but it soon became clear that this brand needed something more distinctive. A design that could bring variety across garments, labels, merchandise, and packaging, beyond just the main logo. The final marque, two interlocked rings with chiseled edges symbolised the Internet Made ‘network’: connected, evolving, and elevated. This inspired a motion effect where the rings rotate on an axis, creating the illusion of endless movement - a nod to the brand’s limitless potential.
We felt the project was a success on both a strategic and creative level, so hearing that the collection sold out almost instantly confirmed it. With the help from the Internet Made team, we’d achieved the connection with the community and built the anticipation for the brand that we set out to create.
