vitally is a Toronto-based jewelry brand that, in the words of its creative director Zack Vitiello, makes accessories for tomorrow. Worn by Grimes, Post Malone and Billie Eilish, and embarking on collaborations with iann dior, it’s a brand to know.
Her latest collection, which comes out today, is important to Vitaly. Not only does that mean new accessories, but a whole new visual identity. In addition to taking inspiration from the other world — think bird formations, crop circles, and aliens — the new branding revolves around a specially designed glyph.
“A little over a year ago, we decided to redesign our logo to better reflect who we are as a brand today and where we see ourselves going in the future,” says Vitiello.
“Our goal was to create a new Vitaly wordmark and accompanying symbol that is both contemporary and forward-looking, but also timeless and impactful. But most importantly, our new visual identity had to correctly reflect Vitaly’s values: that design should be inclusive, sustainable and experimental. »
To mark the occasion, we spoke with Vitiello about the collection, the Glyph symbol and the brand’s biggest highlight to date.
Since your debut in 2011, you’ve been part of the Toronto design scene, with your pieces worn by Post Malone and Grimes. What has been your biggest highlight so far?
We’ve been lucky enough to work with some amazing people over the years, but the biggest highlight so far has been developing a collection with the iconic UGLYWORLDWIDE.
Collaborating with Jazzelle to help them live out their futuristic medieval warrior fantasy was a dream project for our team. We’re all incredibly grateful that what we do resonates with the people shaping culture right now, and we’re excited to continue working with talented people and creating accessories that tell their unique stories.
The glyph is a big part of the new direction. Tell us about him, where he started and what he stands for.
We’ve worked with some very talented designers to channel all of our brand DNA into a single symbol, which we call the glyph. The word “glyph” can be used to describe both ancient pictographs and modern computer characters. It is a symbol that conveys meaning without words. Our Glyph symbol picks up brand elements that have been there since the beginning. The “X” shape is a reference to our roots in architecture and design with structural forms but, by adding a curved, organic profile to the X, it becomes less rigid and more open.
This fluid form looks like dividing cells; a symbol of constant evolution and progression in our experimental design process. For those wondering why we used an X instead of a V, if you look in negative space there are actually four Vs connected in the glyph.
You are also launching a new collection. What’s the story behind it?
We wanted to unveil the glyph in a more dramatic way than just saying, “Hey, check out our new logo.” We imagined the Glyph “coming” to earth as some sort of otherworldly entity shrouded in mystery. It appears in the form of crop circles, strange bird formations and in people’s eyes.
We collected these cryptic “sightings” of the glyph as they appeared around the world, and then used those sightings to present the symbol to our audience.
The campaign then culminates in a beautiful film and photo series where the models have the glyph implanted into their skin, as if those who encounter the glyph are somehow altered by it on a molecular level.
The accompanying collection of accessories puts the Glyph front and center. We’ve adapted many of our classic pieces to incorporate the glyph symbol, adding custom clasps that give even our simplest chains and bracelets a defining mark. We’ve also introduced beautiful Glyph hoodies and t-shirts, all made right here in Canada from 100% organic cotton.
Can we expect to see more of these otherworldly influences progress?
We will always be inspired by the idea of the “distant future” as it exists in the collective consciousness. But the future is probably not as far off as we tend to think, and we incorporate that attitude into our design language.
Our next collection is inspired by the idea of a New Royalty. Who will be the leaders of the future, and how do they delineate their royal stature through accessorizing? When using the future as a starting point, there really is no limit to the wild things we can incorporate into our designs.
And finally, what do you think of the streetwear scene in Toronto right now?
The fashion community in Toronto is small, but that means we all root for each other. We are big fans of the design languages of spencer badu and mr saturday, and we’re always excited to see what they have to come. We are also big fans of BULLY magazine. Their unique take on art and culture is very refreshing to see in this city.
The collection is available at vitalydesign.com today.