ParadeMaker | Skillshare Projects

Josh Storer

"The Boss", ParadeMaker Clothing & Carnage




Name & Location: Josh Storer, Fort Lauderdale, FL

Brand Name: ParadeMaker

Slogan: High Quality Nonsense

Mission Statement: Born out of a search for joy and a distaste for the profound; ParadeMaker (by design) is an attention whore, a distraction, a mess and a message. A reminder that serenity and order have no context without excitement and confusion. And it is with that in mind, that we aim to share the message of a new beauty with the world: the beauty of nonsense. 

Adaptibilty Video:


  • Wordmark-

  • Icon-

  • Full Logo (wordmark + icon)

Logo Applications ("insitu"): 

  • Logo on pins-

  • Logo on businesscards/billboard

  • Logo on t-shirt at different sizes

  • Billboard for new line with logo

Collection CADS: Origins of Trouble Line 

Branded Car: 

Process Work: 

  • Brand Beginnings: I decided to start ParadeMaker a few years ago while I was still in college. At the time I was working as a designer and working towards a degree in design. All the projects I was undertaking at the time weren't really giving me the type of creative fix I was looking for when I got into design in the first place. I didn't get into design because I was some kid that was good with computers and that liked to geek out over typefaces. I got into design because I was a kid who at 11 would steal his older brother's punk rock CD's and hope his parents didn't find out, a kid who fell in love with skateboarding at 14 and is still just as obsessed now as a 29 year old man child, and a kid who at 16 started taking pictures with his mom's 1980's Minolta and knew he wanted to make art ever since. So when I had the chance, I bought my own screenprinting equiptment and went to work on learning how to print and designing the type of stuff I really wanted to. 

  • About The Brand Name "ParadeMaker": The name ParadeMaker was never settled upon because it sounded super cool or fresh or whatever, but because it reflected the goal I try to keep in mind with every design. That goal is to get people's attention and to solisit an actual response. Like a parade it should be practically unavoidable, and draw people in whether they want to be or not. Loved, laughed at, or hated it doesn't matter as long as it's not glossed over.

    Aside from fitting with the brand's message, ParadeMaker was designed to be unique as a name alone. Instead of riding on the cool factor of an already existing word or phrase, I wanted to have a name I could own and shape the meaning of moving forward. Since settling on "ParadeMaker" I have been able to do just that. That's why the website is simply parademaker.comand if you google "ParadeMaker", you'll see link after link directed towards the brand and hardly anything else. 

  • About The Slogan: "High Quality Nonsense" is a reflection of the content of the design and the level of the product. It is meant to communicate a brand that focuses on design that can be stupid  but make a commentary at the same time. The "high quality" also reflects my goal of provide high qaulity products as far as materials and production go. 

  • About The Mission Statement: As much as I love my brand and I love each design, I'm well aware that there are plenty of other brands who's designs have a similar tone. And I'm not dumb enough to try and claim that I'm the only person in the game playing the parody card, but I am trying to approach it in a different manner. I don't look at it as humor for humor's sake, but more as humor for art's sake. Initially people can pick up on a simple joke in one of the designs but then realize there's a underlying observation/commentary to it as well. So with that in mind my goal with the mission statement was to tie it back to art in some way. In order to that I aimed to make it more like a manifesto than a mission statement, and I borrowed from two of my favorite art movements of all time. My first inspiration was the "Futurist Manifesto" from 1909. I didnt look to this because I loved so much the art these artists were making at the time, but because I loved the attitude they had behind their movement. Anyone familiar with the mainfesto can attest to how bold and rash it is. I dont agree with what they're saying but I love how they say it, so I wanted to bring some of that unapologetic confidence into ParadeMaker's own manifesto. My second inspiration was the "Dada Manifesto" from 1918. I looked to this for inspiration and even reworded a line from it. While the futurist wanted to change the world, the Dadaist's were much simpler. It's their message of never taking one's self so serious that resonates the most with me, and a  lesson that I want to share with people through my brand. So I worded my mission statement to show the need for that perspective.

  • Logo Goals: Creating a logo for ParadeMaker is actually one of the most difficult design tasks I've done. I knew I wanted something that could support the name and mission statement, but not pigeonhole (no pun intended) the designs down the line or not hold up over time. To avoid these issues, I tried out a lot of options before settling on what we have now. Ultimately I decided simpler was better for two specific reasons:

    1. I like to picture the Parademaker logo as a blank canvas. Each design is an extension of the message of the brand, but I don't want to feel like it needs to always fit in line with any established artistic style. Had I chosen a more complex or cartoony graphic, overtime people may come to expect a similar style in each design. So by starting with a simple logo (like a blank canvas) I'm free to design using whatever style fits best.

    2. I wanted a logo that could be very easily recreated by anyone. I wanted it to be something that any kid in middle school could easily draw on his notebook, just like I used to do. For me it was first Stussy, Rusty, and Quicksilver all over my folders and then Volcom and Zero as I moved into high school. Now still to this day I could easily make any of those logos and I believe that helps build brand loyalty.

  • Logo Style Guide: 

  • Customer Profile: The target market of ParadeMaker is males age 14-35. Specifically the designs cater to males living more of a careless and fun lifestlye. Their interests do not lie in money and glamour but in their real passions they have probably had since their youth. They pride themselves on originality. Instead of wanting to have the latest and greatest highly sought after items, they pride themselves on finding something different. fashion for them is not the main focus of their lifestyle but more of an accesorie to their many other interests.

  • Behind the theme: "Origins Of Trouble": The idea behind this collection was to focus on mischeivous people/activities, but to look at it from a nostaligic and humorous point of view. So even though the collection refrences trouble and criminal behavior, I would hardly claim that any of the designs themselves are tough or intimidating. Instead the designs pay homage to the original characters that taught us to throw caution to the wind and get into some trouble. Because as Billy Joel said "the sinners have much more fun".


Please sign in or sign up to comment.