I came across this designer on a friends blog and it attracted my eye. I have always been impressed by American Apparel's identity branding and the simple clean style that they hold. After researching and completing my dissertation on helvetica it was found through my research that with american apparel using helvetica it creates an identity which a brand can follow with its this and style. Which is exactly what it does here. The style and layout used is also that of the swiss design style to compliment the well known swiss typeface.