The Soap Factory
Brand Identity
Brand Identity
The Soap Factory asked me to recreate an identity that would complement their renovation and heritage. The intent was to take a stance against urbanization by giving them a modern, punk feel that would aid in keeping their avant-garde spirit alive. The identity included a logo and design system, print collateral, a social media look and feel, exhibition graphics, wayfinding, and quarterly zine. This project was done in collaboration with Anthony Cappetta.
Michael Seitz & Anthony Cappetta: Creative Directors & Designers
![](https://freight.cargo.site/t/original/i/d29f0396923bfb3882e4cf3ccaa30ccd442571ede7d69cec99dddb89c5cb2a4f/SoapFactory-Michael-Seitz-Everyday-Objects-01.jpg)
![](https://freight.cargo.site/t/original/i/9ce35492813a3682ef3bfa079a50318d799f522b854a404a58860d831adb2c3b/SoapFactory-Michael-Seitz-Everyday-Objects-08.gif)
![](https://freight.cargo.site/t/original/i/5c8ae196ee82adbfc48fa2c1aee71ec57acfc7a5b3e7b80f08a50355624b85e1/SoapFactory-Michael-Seitz-Everyday-Objects-03.jpg)
![](https://freight.cargo.site/t/original/i/08dc07f2487efa3ec145ba6cfded8ca123d7e2af923ab8d9900b26f81c088df9/SoapFactory-Michael-Seitz-Everyday-Objects-04.jpg)
![](https://freight.cargo.site/t/original/i/fa001b2b9168343385f9aa5c57b8b14109bb5c122ede9915cf722312aa397be7/SoapFactory-Michael-Seitz-Everyday-Objects-05.gif)
![](https://freight.cargo.site/t/original/i/0401077215c86c4bbad5c78206a984fb18250ed9fc53083af34ef612540ad451/SoapFactory-Michael-Seitz-Everyday-Objects-06.jpg)
![](https://freight.cargo.site/t/original/i/1106719aadc5416b78781a28cf825c3a8f6ad7e3a3ebb285d7cca3bac5c94419/SoapFactory-Michael-Seitz-Everyday-Objects-07.jpg)
![](https://freight.cargo.site/t/original/i/2c41132c7f70918c7dbf995d5a2488dd951ff9cc4b8caf96598a51c3b2b7a15c/SoapFactory-Michael-Seitz-Everyday-Objects-09.jpg)