Retailer

Retailer's subscription model had always been core, but as its range grew across sneakers, apparel, trading cards and collectibles, the original identity no longer matched its scale. I led a full rebrand built for where the business was heading.

My thinking: a platform asking people to subscribe before they shop needs to feel dependable before it can feel exciting. So I built a more modern mark on a reduced palette of cobalt and mono tones, reinforcing reliability at every touchpoint.

A full brand guide followed, covering logo usage, colour, typography and a custom geometric icon set, rolled out across web, collateral and social.