Austin PostBranding & Identity

A brand story that recasts Western heritage into contemporary ornament.

Overview

Austin Post is the fashion line from Post Malone, blending the spirit of American Western culture with a modern sense of sophistication. WØRKS developed the brand identity, grounding the creative direction in the tension between frontier grit and refined luxury. Our approach sought to distill these contrasts into a visual language that is timeless yet current, handcrafted yet composed, and intimate yet built for scale. The system reinterprets the visual codes of the American West through the lens of modern luxury, translating homegrown craftsmanship into a refined, contemporary framework. Each mark within the logo suite is drawn by hand, with irregularities revealing a sense of care and human touch. The typography carries the same balance, drawing from the clarity of workwear lettering and the composure of editorial design. A palette of base neutrals provides a calm color foundation, while a single accent of Cadmium Red, referencing Donald Judd’s desert sculptures, introduces a sense of precision and place. The geometry of the stacked wordmark informed a signature stitch, used visibly to secure tags and hardware, embedding the identity directly into the construction of each garment. The result is a system built on contrast and continuity, where American heritage and contemporary fashion language coexist with ease. An identity shaped by hand, grounded in story, and designed to evolve with the brand and Post Malone himself.

Sector

  • Fashion
Framed black and white print of the leather western look against a vintage convertible flanked by the Austin Post logotypeAustin Post wordmark centered on a solid burnt orange backgroundPortrait of a model with long hair and a beaded headband wearing a light wash denim jacket with Austin Post wordmark overlaidFaded portrait of a model in a cowboy hat overlaid with a repeating Austin Post AP monogram patternClose-up portrait of a model in an open black satin varsity jacket with striped collar and pendant necklace with Full Throttle headline overlaidModel seated in a wooden chair on top of a rug wearing red satin varsity jacket and camo pants in front of a white backgroundConstruction diagram on black background showing spacing geometry for the Austin Post wordmark alongside the tag stitch pattern geometryClose-up of a red bandana printed with the Austin Post wordmark AP monogram and Season One At First Light event detailsClose-up of a brown leather belt with silver buckle hardware and engraved Austin Post wordmarkProduct hangtag with embossed AP monogram red cord and Austin Post wordmark on a black backgroundClose-up of a denim jacket chest pocket and snap hardware stamped with the embossed AP monogram and leather gloves tucked inside
  • Close-up of a tan suede jacket pocket with an embossed Austin Post snap hardware detail
Construction diagram on black background showing spacing geometry for the Austin Post wordmark alongside the tag stitch pattern geometryRear view of a model in a brown denim Austin Post jacket with decorative zig-zag back stitching wearing sunglasses and a capClose-up of a light wash denim left side pocket with calf hair belt and zig zag stitch embroider detailGrid of Austin Post wordmark and monogram lockup variations exploring circular vertical arched and boxed compositionsDark embossed circular Austin Post AP monogram seal on a textured dark grey charcoal surfaceClose-up of a model in a brown plaid camp collar shirt with the Austin Post wordmark set in a circular lockupType specimen sheet comparing Stringer and Helvetica Now Display typefaces in bold and regular weights
  • White serif type reading At First Light arranged in a cross shape with star details on a black background
Cadmium Red colorway swatch with hex and RGB CMYK values overlaid on a black and white photo of a vintage car interiorClose-up of an orange white and dark grey western cowboy graphic with Matt McCormick Collection wordmark on a beige/off-white backgroundRoadside billboard in a desert landscape with mountains displaying the At First Light campaign image and Austin Post wordmarkThe Permanent Collection by Post Malone headline and description set on a lined notebook paper backgroundAustin Post website homepage hero with AP monogram top center with an image of Post Malone wearing a cowboy hat and shearling jacket with The Permanent Collection by Post Malone copy in white and a red shop all button
Black and white close-up portrait of Post Malone with black AP monogram belowModel in a black leather jacket and pants seated in a dark yellow vintage convertible with a brown interior with white Austin Post wordmark overlaid