Hawx is a performance-driven workwear brand built around durability, function, and real-world utility.
My focus was evolving the brand into a more cohesive identity, aligning its position within modern workwear while refining its appeal to a younger, more contemporary customer. The goal was to create a brand that could unify technical performance, product innovation, and storytelling into a clear and consistent system.
ROLE: Brand Direction, Visual Identity, Digital Experience, Go-to-Market Launch Strategy
Defining the Brand
Defined a performance-driven brand identity rooted in durability, utility, and modern work.
As the brand expanded within the workwear space, the focus was on creating a more defined and uinque point of view, one that reflected the realities of modern labor while pushing beyond traditional category norms.
The direction centered on grit, discipline, and forward momentum, grounded in hard work but not limited by tradition.
The brand was shaped to balance toughness with intention, creating a point of view that feels honest, functional, and built for progress.
The Approach
Built a system designed to support performance-driven product storytelling while maintaining a clear and consistent identity across touchpoints.
Refined the visual identity to feel more modern and streamlined
Established a photography direction rooted in environment, labor, and utility
Created a system to support technical product storytelling with clarity and consistency
Extended the brand across digital, retail, and campaign environments
Result
A more modern and performance-driven brand, designed to clearly communicate product innovation while strengthening connection with a new generation of customers.
Visual Guidelines:
A focused visual system spanning typography, color, and photography, designed to communicate durability, function, and consistency across both product and storytelling.
Digital Experience
We developed a standalone Shopify experience for Hawx, positioning the brand as a more independent, performance-driven label.
The digital ecosystem focused on clarity and function, elevating the product while creating a more cohesive and immersive brand experience.
Social content extended this world, highlighting real environments, physical work, and everyday utility, building a more grounded and recognizable presence across channels.
