INCREDIBLE FOUNDATIONS

2022 | Branding

INCREDIBLE
FOUNDATIONS

Working in-house at Heist as Head of Creative, where I worked on the 2022 rebrand. Heist is an innovative hosiery and underwear brand, creating ‘incredible foundations’ for women. The new identity featured a redesign of the logo, icon, colour palette, typography as well as a website overhauling, packaging design, videography, motion and more. With a bold and progressive edge, the new identity highlights the brands strong campaign imagery with a premium-meets-playful aesthetic and clean and simple design elements.

Re-branding a progressive start-up with an ever-changing product offering and a confused, dated identity. Their previous branding was overly complicated and awkward to use, with around 20 brand colours and fiddly layouts, making it feel not as premium as its price tag.
The brand strategy focuses on customers’ wardrobes and innovative products that enhance their lives. The visual identity should be welcoming and product-centric to position the brand as a provider of impactful solutions.
Aligning with the target audience and stylish and fun product offerings while staying true to its bold and progressive edge.
Creating a visual identity that’s premium meets-playful. Maintaining a sense of sophistication and high quality while infusing playfulness and creativity. Incorporating our bold, new campaign photography as a powerful storytelling tool, engaging customers on an emotional level and creating a lasting impression.