Russell Athletic hired us to reposition their brand for the next generation. We re-anchored the iconic R from the past to help articulate their future. The mark represents a structured level of tradition and athleticism – the manifestation of their unique character, products, and styles. It is stylish and established, fresh yet timeless. We provided a framework through which all brand decisions are made, from tone of voice, to typography, color, art direction, and beyond. Together these elements created an identity system that is flexible and powerful, and allows for a unified representation of their global brand. The new strategy paved the way for the 2019 Spring Collection and KITH’s Colorful SS19 Capsule Collection which is the largest Kith collection (9,600 SKU’s) to date and sold out as it dropped.