A relaunch of the Elwood jeanswear offering required a new identity that better represented the heritage-inspired direction and positioning as the 'Australian Independent Jeans Maker'. Working directly with the heads of department I created a modern take on a classic, heritage denim brand, incorporating themes and inspiration from music, motorcycle culture and teenage rebellion. Deliverables included primary logo design, development of secondary 'brand icons', creation of brand values and accompanying short-run hardback brand values book, in-store imagery, point of sale and all associated garment labelling such as leather patches, pocket arcuate, swing tags and denim metalwork.

Once launched, this denim-centric ethos was adopted by the wider company. I led this company-wide transition, including the updating of all corporate branding requirements, apparel branding and labelling, retail stores, and e-commerce website.

As part of the transition to an updated brand identity, the company website was also entirely redesigned and for the first time included a full-featured e-commerce solution. Working with external development team, I designed all front-end aspects of the new site, including the shop and checkout process, loyalty/membership area and associated email campaigns.