Worn was approached by Walmart’s retail incubator to bring their vision for a sustainable clothing brand to life. Their target was Gen Z, a purpose-driven audience always on the hunt for new ways to make the world a better place.

I directed a brand mood video (above) and designed three concepts to pitch to the Free Assembly team. 

Worn was approached by Walmart’s retail incubator to bring their vision for a sustainable clothing brand to life. Their target was Gen Z, a purpose-driven audience always on the hunt for new ways to make the world a better place.

I directed a brand mood video (above) and designed three concepts to pitch to the Free Assembly team. 

Concept 1: An Assembly of Basics

Free Assembly is designed around the belief that style is individual and that an assembly of thoughtfully-designed basics is the canvas to self expression. Using different style typefaces for the word "free" extends the concept of freedom to define yourself & style on your own terms.

Assembly is typeset in a contemporary style - wide & prominent, but has the nod to the timeless & cleanliness of luxury brands. For all of the directions, black & white is the primary & supported by bright & super contrasting colors. The black & white brings elevation to brand, while these saturated strong colors give it a vibe on its own.

Concept 1: An Assembly of Basics

Free Assembly is designed around the belief that style is individual and that an assembly of thoughtfully-designed basics is the canvas to self expression. Using different style typefaces for the word "free" extends the concept of freedom to define yourself & style on your own terms.

Assembly is typeset in a contemporary style - wide & prominent, but has the nod to the timeless & cleanliness of luxury brands. For all of the directions, black & white is the primary & supported by bright & super contrasting colors. The black & white brings elevation to brand, while these saturated strong colors give it a vibe on its own.

Concept 2: We Before Me

We are a generation that focuses on the group. We care not only for ourselves, but for the collective good. Politically, socially and ethically, we are the generation that will bring about change. We do this as an assembly. A free assembly.

This direction of the collective whole is brought to life by repeating the words free to form a circle. This also lends itself to be the graphic mark/symbol of the brand. In comparison to the first direction, the word assembly is set in a lowercase. It’s casual & friendly, yet the actual type design feels contemporary & very straightforward.

Concept 2: We Before Me

We are a generation that focuses on the group. We care not only for ourselves, but for the collective good. Politically, socially and ethically, we are the generation that will bring about change. We do this as an assembly. A free assembly.

This direction of the collective whole is brought to life by repeating the words free to form a circle. This also lends itself to be the graphic mark/symbol of the brand. In comparison to the first direction, the word assembly is set in a lowercase. It’s casual & friendly, yet the actual type design feels contemporary & very straightforward.

Concept 3: All of Us

The assembly is a milestone. It’s a community. A coming together of spirit. A place to stand up and step forward for your beliefs. All of us together. Stitched as one.

Each connector in this logo naturally feels like the stitching that brings the assembly together. The structure of the assembly is graphic & in focus. The vertical layout differentiates this logo from a lot of the basic brands we’ve seen.

Concept 3: All of Us

The assembly is a milestone. It’s a community. A coming together of spirit. A place to stand up and step forward for your beliefs. All of us together. Stitched as one.

Each connector in this logo naturally feels like the stitching that brings the assembly together. The structure of the assembly is graphic & in focus. The vertical layout differentiates this logo from a lot of the basic brands we’ve seen.

ROLE - Art Direction, Concept, Logo, Branding, Packaging

AGENCY - Worn

CLIENT - Free Assembly (Walmart incubator brand)

PHOTOGRAPHY - Sample/Swipe

VIDEO EDITOR - Robert Pounding

ROLE - Art Direction, Concept, Logo, Branding, Packaging

AGENCY - Worn

CLIENT - Free Assembly (Walmart incubator brand)

PHOTOGRAPHY - Sample/Swipe

VIDEO EDITOR - Robert Pounding