CHALLENGE
Early Majority intended to unravel fast fashion. A seed-stage startup founded by Joy Howard (formly of Patagonia, Nike, and Sonos), the brand confronted industry standards with its commitment to circularity and community. It offered a demand-driven model, modular layering system, Web3 integration, and DAO-based membership.
To signal radical change and support the brand’s rapid growth, the visual identity had to balance technical innovation with sustainability, be highly adaptable, and resonate with a values-driven audience.
ROLE
I partnered with Early Majority as lead designer, working alongside the art director to extend the original identity into a scalable brand system.
The work included designing the packaging system, product collateral, print and digital communications, seasonal lookbooks and campaigns, pop-up retail experiences, investor materials, partner collaborations, and membership experiences.
I worked directly with the founder and heads of product, marketing, operations, and brand partnerships. Over our three-year engagement, the company became an early-growth brand, raising more than $5M before its acquisition by Mason & Fifth.
ROLE
Lead Designer
SERVICES
Brand System Development
Packaging System
Product Collateral
Campaign Design
Print & Digital Communications
Retail & Experiential Design
Brand Partnerships & Collaborations
Investor & Membership Communications
TEAM
Art Direction: Stefán Kjartansson
CLIENT
Founder & CEO: Joy Howard
Head of Product: Hanna ter Meulen
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