In preparation for a major UK market entry and digital re-platforming, I spearheaded a complete brand overhaul for The Founded. Partnering with a brand consultant to identify market opportunities, I translated high-level strategy into a tangible, dynamic visual identity designed to resonate with an evolving demographic.
My role encompassed the end-to-end direction of the brand's visual language. This included a modernization of the core logo and a streamlining of graphic assets to ensure digital scalability. Beyond the interface, I conceptualized a new art direction for future campaigns, introducing a "kinetic" visual theme. By prioritizing energy and movement in the photography, we created a unique engaging way to showcase the clothing’s fit and form, successfully transitioning the brand from static to dynamic.
