A Friend of Mine were enlisted to provide a holistic design solution for United Soul, a clothing store aimed at both sexes. The 'uniting' of both sexes was communicated by a venn diagram which established the core of the identity. The circular form and a strong black and white palette representing men / women respectively was used across a range of collateral from advertisements to packaging. A Friend of Mine also designed the shop-fit of the flagship store, with a nod to classic tailors. Carefully selected substrates such as oak and brass contrasted with a contemporary painted floor in the venn diagram theme. We enlisted industrial engineer Anthony Hamilton-Smith to assist us to build a window front sign created from hundreds of suspended glass beads, all coming together to form an etherial whole.