Unravel the industry.
Brand System, Experiential, Activation
Early Majority set out to disrupt how outerwear is made and experienced. Founded by Joy Howard (formerly of Patagonia, Nike, Lyft), the brand confronted industry standards with its modular layering system, Web3 integration, DAO-based membership, and commitment to circularity.
To signal radical change, the identity needed to balance technical innovation with sustainability and resonate with a decentralized, values-driven audience.
I partnered with Early Majority to extend the brand identity into a scalable system spanning packaging, communications, campaigns, investor materials, and membership experiences.
Over our three-year collaboration, the company evolved from a seed-stage startup into an early-growth brand, raising more than $5M before its acquisition by Mason & Fifth.
The brand system drew from desire paths: the informal routes created when people move outside prescribed systems. That idea became both visual language and organizing principle, expressing the tension between technical and natural, urban and outdoor, structured and anti-authoritarian.
Maintaining this dualism across touchpoints was key. The tension became a source of creative energy and gave the system range, from product storytelling to experimental collaborations.
I co-developed and expanded the identity system across product packaging, merchandise, launch campaigns, investor presentations, social content, and partner materials, helping translate the brand’s point of view into a cohesive experience across channels.
Role —
Lead Designer
Team —
Creative Direction: Stefán Kjartansson
Client —
Founder & CEO: Joy Howard
Head of Product: Hanna ter Meulen