Between Places is an ethical fashion brand founded on the principle of intentional and artful living. We devised and executed an equally forward thinking and flexible visual identity system, featuring a unique logo comprised of intentional geometric cuts and voids, creating something new by subtraction rather than addition. The five lines signify connection and extend to a versatile texture system that can be used across product, printed matter and campaigns. To ensure a cohesion, but build in flexibility, we created a bespoke generative desktop app that creates new connective lines endlessly, so that while no two appli­ca­tions are ever the same.