The Challenge
This brand was sold due to bankruptcy and was bought by my client. At that time, the only brand assets it had were the logo and two primary colors. There was no brand guide, no fonts, or any guidelines on how the brand should be used.
The Solution
We did a subtle brand re-fresh and developed a comprehensive style guide, outlining the new brand colors, typography, icons, patters, graphic elements and usage guidelines. Additionally, we crafted a design system to streamline content creation, making production faster and more efficient.
My Contributions
Brand Identity: Created a cohesive brand identity that embodied the company’s mission to deliver high-quality, functional, and stylish apparel for outdoor activities.
Design System: Established a design system to maintain uniformity across all brand communications and scale production efficiently.
Website: Enhanced the Shopify UX/UI and designed promotional banners aligned with the marketing calendar.
Marketing Materials: Created compelling graphics for digital marketing campaigns, social media, and promotional materials that resonated with our audience and drove sales.
When rebranding Myles Apparel, we made several strategic design decisions to ensure that the brand's identity and values were clearly communicated and visually appealing:
Maintaining the logo was essential to preserving the brand's strength and recognition after the sell-off, so we made slight updates to the icon's corners, giving it a more modern look and feel in line with the new brand vision.
The updated color palette reflects the new direction towards versatile, practical, and stylish apparel for various outdoor activities. The primary color, #547C7C, conveys reliability and calmness, while the secondary colors, #B05C31 and #57664E, add warmth and a touch of nature, reinforcing the outdoor focus. Complementary colors such as #F1F0E7, #E9C899, and #D99E6D provide balance and versatility, with base colors #FFFFFF and #2F2F2F providing a clean, modern foundation.
Choosing the right fonts was crucial for conveying the brand's personality and ensuring readability across all platforms. Georgia Pro for headings adds a touch of elegance with its classic yet modern look, while Work Sans for body text ensures clarity and an approachable style.
We designed two patterns inspired by the logo to visually communicate product features and reinforce the new brand identity. These patterns symbolize the long-lasting quality of our products.
Our design decisions aimed to create a cohesive and compelling brand identity that resonates with the target audience, highlights the brand's unique qualities, and supports its positioning in the market as a provider of high-quality, practical, and stylish apparel for outdoor activities.
These design decisions were made to create a cohesive and compelling brand identity that resonates with the target audience, highlights the brand's unique qualities, and supports its positioning in the market as a provider of high-quality, practical, and stylish apparel for outdoor activities.
Website + Emailing + Paid Ads
As a brand designer for Myles, I was responsible for crafting website banners and creating engaging content for various marketing channels, including email campaigns, paid ads, and social media.
To meet Myles' sales targets, I managed multiple design deadlines efficiently. Each week, The brand developed new promotions, launched different landing pages, and created email campaigns using Sendline with A/B tests, along with paid ad campaigns featuring stills, GIFs, and videos for lead generation and re-marketing. The design system streamlined our workflow and scaled production, ensuring visual consistency with standardized components and templates. This significantly boosted productivity, allowing me to meet tight deadlines while upholding quality.
