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Early Majority —
Brand System, Packaging, Brand Marketing

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 merge innovation with sustainability and reach a decentralized, values-driven community.

I partnered with Early Majority to expand the identity into a comprehensive design language. Over our two-year collaboration, the company grew from a seed-stage startup to an early-growth brand, raising $5M and ultimately being acquired by Mason & Fifth.

The brand concept took root in desire paths: the organic walkways we create to bypass planned routes. This idea served as both a visual foundation and metaphor for Early Majority’s design principles: technical/natural, urban/outdoor, playful/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 the core brand system across product and packaging. I also supported Early Majority’s growth designing lookbooks, investor decks, and social content, as well as member and partner materials.

Role —
Lead Designer

Team —
Creative Direction: Stefán Kjartansson

Client —
Founder & CEO: Joy Howard
Head of Product: Hanna ter Meulen