Rees Morgan’s modular identity for fashion fundraiser SNAP celebrates women in culture and style

Hosted at Major Tom, Canada’s top restaurant of 2022, the fundraising event SNAP starred Montreal-based designer UNTTLD and features a plethora of forward-thinking contemporary style alongside a silent auction of the leading pieces. Looking to embody the pizzaz and show-stopping character of the event, whilst not taking attention away from the latter, is SNAP’s striking and salient identity – a brand which was shaped Canadian creative Rees Morgan. Led by bespoke geometric lettering, Morgan tells us that “the mark celebrates women through culture and style,” as inhabited by the lettering’s rounded and stark construction, “bringing in human elements to each of the letters.” All the while, he adds, “providing an adaptive and interactive visual element to the brand.” Sitting alongside the modular, monospaced mark is classic sans serif Helvetica Neue, the presence and application of which imbues a tonal neutrality and expertise to the salient concoction of shape, imagery, type and colour – in the form of a vibrant yellow hue. “The colour was derived from studying runway fashion and high couture,” Morgan concludes, “playing with the theme of celebrating women through culture and style.”