I was pondering one day about how so many brands are constantly pushing the superficial side of life. You know the sort of thing, hey you look wonderful and are deserving of our clothes / car / aftershave etc. Made me think how beautiful the unique in life actually is. How much diversity there is, how imperfection is natural and as such there lies the beauty. So the brand message for Broken is very different, it's about not being perfect. Accepting life's differences and appreciating and accepting them.
Also it's a reverse message as too me the perfection that so many crave, I actually feel is pretty messed up because it's massively unattainable to the masses. To me it's broken.
As part of this I started with the word and then stylising my messaging with type and imagery. I used a couple of shots I'd taken in New York and in Scotland. Both very different places but with the imagery and the styling they sat well together. Both not the norm but if you look the beauty in each could be seen for what it was. I envisaged the messaging to be strong and bold and did this with a few key phrases and straplines to help the core message to be formed.
I do hope to produce so items for this concept in time but for now it's just appeared on a few of my own T-shirts and as a few prints in development.