Goal: Bring to market a modern women’s workwear brand that fits real bodies with a fashion-forward perspective.

Objective: Define the brand’s DNA, competitive edge and product strategy - positioning the line for both functional and editorial appeal through fresh design and elevated creative.

Deliverables: Built the women’s brand persona and aesthetic, designed and developed the hero launch product from design through to production, concepted and produced the launch campaign, and delivered in-depth Brand and Product Bibles for evergreen use.