American EagleLive Your Life

Reviving the American Eagle manifesto through thoughtful type and identity design for a global campaign.

Overview

To help launch American Eagle’s refreshed brand platform, we partnered with Los Angeles-based creative agency Acre to carve out an iconic identity that has quickly cemented itself as a modern classic. The revival of the 20-year-old slogan Live Your Life marks a return to form for the brand. More than just a campaign, this revival is a foundation designed to endure for years to come.

Sector

  • Lifestyle

Timeline

  • Q3 2024

Credits

  • Strategy & Creative Direction

  • Photography

    • Jess Wasson

  • Director

    • Duncan Wolfe
text,logo
advertisement,ball,sport,tennis,tennis ball,urban,architecture,building
textsymbol,text,numberpage,text,handwriting
  • logo
text,pageperson,sitting,clothing,pants,shoe,adult,female,woman,sneaker,photography
city,architecture,building,office building,urban,advertisement,indoors,interior design,textcar,transportation,vehicle,headlight

Typography

To accompany the identity’s lockup, we developed a typographic system that blends the warmth of a heritage-inspired serif with the versatility of a classic grotesk. The pairing strikes a balance between nostalgic Americana and a modern classic.

triangletext,book,publicationaccessories,strap,camera,digital camera,electronicsclothing,skirt,long sleeve,sleeve,adult,female,person,woman,tennis racket,shoe
art,collage,advertisement,crib,furniture,infant bed
lighting,photography,pants,formal wear,dress,adult,female,person,woman,fashion