LuckyWorks
10 / Overview
A clothing brand founded on the belief that success comes from hard work and steady dedication.
Built around putting in the work.
Problem
LuckyWorks had a clear philosophy, but needed a recognisable visual and verbal identity to express it.
Thinking
Make the pride in hard work the starting point for the brand’s voice, identity and imagery.
My role
I developed the positioning, identity and language, and set the direction for photography and content.
What I led
I developed the strategy and positioning, visual identity and guidelines, messaging, and photography and content direction.
Result
A connected identity and voice for the clothing brand, grounded in the outlook it shares with its audience.
