Make Workwear Cool
Client: KingGee
Collaborators: The Growth Activists, Rosanna Lacono, Superthing, Janaya Laws
Role: Creative Director

Partnering with The Growth Activists we created a new brand identity, suite of photography, video content and brand voice for FUZE, to help the brand attract new customers on a global scale.

The identity champions the idea that FUZE is ‘Built For Whatever’, taping into the Gen Z mindset and visualising how reliable and easy it is to wear FUZE anytime of the week, at work or play - with a super straightforward brand voice that gets to the point.

The new identity is timed to coincide with FUZE's launch of new and disruptive technologies, such as its AI-driven website outfit builder.