Equicare

Equicare didn't want branded uniforms. They wanted apparel their customers would actually choose to put on - typography-led, aesthetic-forward, with no company logo doing the heavy lifting. That's a harder brief than it sounds.

The process started with the client bringing colour direction and a couple of taglines. We proposed several more, mocked up the options and let her pick what felt right. The final suite was applied across tees, hoodies and sweatpants in two colourways - then photographed in a professional shoot that the client commissioned separately. The images are genuinely good.

The second project was smaller - a single tee with bespoke typography to commemorate a jointly hosted event between Equicare and a partner brand. Same approach: the type does the work, the brand stays in the background.