PartSelect

Agency - Chalk 242

PartSelect came to Chalk 242 looking to bring their brand into the modern age and find a way to really stand out in the home appliance parts retailer space. I explored three brand directions, with the client ultimately deciding on a energetic, "Chuck Norris" inspired concept. The idea driving this concept is that anyone can be the repair hero of their home. Building from PartSelect’s signature orange, I developed a color palette rooted in dad vibes with Khaki as the star, with pops of action-packed yellow and blue to keep things in the modern space. The visual system was structured around cinematic, movie poster inspired collaging techniques, utilizing heroic-but-ordinary heroes, gradients, lens flares, and 3D typography. To keep the strong connection to PartSelect, I also created a chevron graphic that can be used as a background element and a texture to add visual intrigue to compositions.