Async NYC provides premium modern menswear for exceptional lifestyles. They believe in versatile, comfortable, and elevated basics that will ensure you don’t blend into the crowd. Their capsule collection proves basics can have personality. During our consultation, Nick and Ying, the creators of async, and I spoke for a long time about their goals and the best strategic and aesthetic path to reach them. We decided that async's feeling needs to be classic and timeless but modern. This why I opted for Helvetica Neue for the type and navy blue for the main brand color. The Helvetica Neue is slightly more updated than the original Helvetica and navy is a fresher and more interesting version of the classic black.