*We are a* CREATIVE *studio* DEDICATED *to* CULTURAL ADVANCEMENT *through* STRATEGY *and* DESIGN.

Virgin Music

Branding & Identity

Reinvigorating the storied brand to reflect the attitude and expression of their new strategy.

Overview

We worked with the Virgin Music Group team to reimagine and rein­vig­o­rate their brand to reflect the attitude and expression associated with their rich history as an avant-garde label. Our visual identity was a direct result of our strategic platform — that Virgin Music always has been, and always will be, in service to the artist, and that artist ownership is paramount. The identity conveys this with an irreverent and bold ​“stamp-esque” logomark that can easily be placed on top of, and therefore obfuscate and own, any design elements except the names of artists. The visual system accurately reflects the soul of Virgin Music and extends across all touchpoints, uniting the brand messaging and trans­form­ing VMG into more than just a label — but a true cultural platform for artistic expression.

Erthos

Brand Identity

A timeless visual platform evoking feelings of trust, expertise, and a sense of optimism for the future.

Overview

erthos® is a biomaterials company reimagining the building blocks of plastics. Alongside the erthos® leadership team, we created a cutting-edge and robust visual identity system and website. Coinciding with a shift in business model from a materials supplier to a fully integrated, technology-driven material studio, we worked to concept a timeless, polished visual platform that would evoke feelings missing from the sus­tain­abil­i­ty landscape: trust, true expertise, and a deep sense of optimism for the future. These values come across readily through the emotive imagery, sophis­ti­cat­ed typography and layout, modular data design, intentional color usage and a clear and concise logo system.

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branding overview with imagery and type

Apparatus

'Subjects Film Series'

A series of intimate films exploring the profound connection between creativity, community, and the human experience.

Overview

Subjects is a series of films born from the shared experiences of colleagues, friends, and collaborators of APPARATUS, the New York City-based lighting and furniture studio. The films originated from a desire to tell a deeply personal story about the relationship between APPARATUS artistic director Gabriel Hendifar, the objects he creates, and how an eclectic cast of characters form his creative family and infuses his work with meaning.

The story begins with APPARATUS welcoming their subjects into a space illuminated by the new Cylinder : Series modular lighting system—a setting designed not just to showcase form and function, but to honor the presence and creative agency of each guest. Captured candidly through a blend of film and imagery, these encounters unfold in raw, unfiltered moments. At the heart of Subjects are personal dialogues—conversations that reveal the unique perspectives, personalities, and narratives that bring life to the APPARATUS world. These dialogues traverse concepts like the role of movement, how glamour shapes one’s resistance, the true meaning of gratitude and much more. After all, what significance do objects and spaces hold if not for the people who interact with, and imbue them with meaning? As Hendifar reflects, “Sure, you can leave one of our galleries with a beautiful object that serves a beautifully simple function. But you can also leave with empty hands and a full head or heart. Often, it is that which we cannot hold in our hands which matters most.” The result is an eight-film series that celebrates these full heads, full hearts, and the fleeting yet profound moments that connect us.

U.S. Soccer

OnlyForward Campaign

Bringing a contemporary, culturally forward excitement to the U.S. Men's Soccer Team's quest for a World Cup berth.

Overview

We worked with the United States Men’s National Soccer Team to create a potent and disruptive campaign identity for the new ONLY FORWARD campaign. The campaign signals a shift in thinking and positioning for the team. The ONLY FORWARD campaign is infused with a playful irreverence. We began as we always do, using the existing US Soccer identity as a foundation and building upward and outward, in the direction of our dreams: ONLY FORWARD.

Mineral Health

Branding & Identity

Creating the world's premier hemp-based health brand by infusing apothecary warmth with luxurious elegance.

Overview

Mineral is a rev­o­lu­tion­ary plant-based wellness brand that uses all components of the hemp plant to create proprietary topical and sublingual for­mu­la­tions. Since the brand’s inception in 2016, we’ve worked alongside the internal team to craft an ownable, elevated brand identity and design language. Mineral’s products have been named to GQ’s Best Stuff list, and the brand and packaging has been recognized on the Die Line, Visual Journal and has won a number of visual identity awards. We continue to work with the brand on every touchpoint, from packaging design to expe­ri­en­tial projects like the recent concept store.

Nike NYC

Studio 45

Scaling back the superfluous to create the premier training and activation gym for Nike NYC.

Overview

We worked alongside Institute to redesign Nike’s elite 45 Grand St. facility. Our goal was to create a progressive and functional fitness experience, along with a compelling space for brand activations. The concept emphasized the ability to adapt to any activation, from a group fitness class lead by a Nike instructor to a product launch press experience. We employed the use of movable set pieces and thoughtful storage use to repurpose rooms throughout the space. The use of raw, decon­struct­ed materials signified a form-follows-function approach.

Converse

Brand Strategy

Setting the stage for the iconic brand with a new direction, voice and look.

Overview

Together with the Converse internal team, we developed communication guidelines and concepts and supplied them with visual languages for both the Converse main brand and the Basketball sub-brand, including graphics, typefaces, color and visual research and art direction. Our task was to create a library of assets exemplifying Converse’s brand attributes, used to guide creative collaborators, both internally and externally.

SKKY Partners

Branding & Identity

A new kind of private equity firm focused on consumer products, helmed by Kim Kardashian.

Overview

SKKY Partners is a new kind of private-equity firm focused on investing in and building consumer businesses. Launched by Kim Kardashian and Jay Sammons, SKKY makes investments in consumer products, hospitality, luxury, digital and enter­tain­ment. We were asked to create a visual identity for SKKY that could communicate alongside legacy insti­tu­tions in this space, but in a way that reflected Kim’s taste and the aesthetic world that she has created with her other brands. The color profile of the identity was inspired by patinas found on natural materials like travertine and concrete, signaling growth and the passage of time. We created a bespoke wordmark and paired with a sophis­ti­cat­ed typeface to create a rec­og­niz­able identity that is at once austere and optimistic, exem­pli­fy­ing its founders and their approach to investing.

Boldly

Branding & Identity

A new wave in plant-based alternatives, channeling optimism for a future empowered by sustainable food choices.

Overview

Boldly is a new wave in plant-based alter­na­tives. A bright and hopeful take on a plant-powered future, beginning with reimagining seafood: the world’s largest traded food commodity. We worked with the Boldly team from the very outset, starting with naming and ending with a com­pre­hen­sive strategy, brand identity, campaign and website. The Boldly identity seeks to bring positive progress to life through sanguine color, strong type and dreamy campaign photography.

PVH

Identity

Redesigning a visual system for the storied American fashion conglomerate.

Overview

PVH is a global lifestyle company driven by its iconic brands, Calvin Klein and Tommy Hilfiger. To reposition PVH as the highly impactful platform that it is, we imbued the brand with a level of sophis­ti­ca­tion tra­di­tion­al­ly reserved for cultural insti­tu­tions. Inspired by the metaphor of PVH serving as a gallerist, finding and nurturing artists, we rethought how the company would showcase its brands: more like art objects in a gallery, exalting them through thoughtful use of negative space, layout, color and typography. Our visual system allowed PVH to appro­pri­ate­ly recede into the background and honor its most valuable possessions: its culture-driving apparel brands.

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