Soft and Shallow is a Denver-based creative agency consisting of duo, Alexander Ablola and Meredith MacNicholas. Through the moniker of Soft and Shallow they produce a biannual fashion publication that highlights and makes space for those who might not have a voice. The purpose of Soft and Shallow, beyond being a fashion magazine, is to be a platform for other creatives to say what they need to say or have that platform for expression.
For their first couple of publications of 2017 and 2018, the idea was proposed to develop a logo that could communicate sophistication as well as the edge that surrounds the contemporary fashion movement. Overall the brand and all it’s elements are meant to communicate minimalism in order to keep the focus on the fashions and the ideas being presented.