Redefining a Heritage Brand

The iconic American sportswear brand challenged the team at Fluid NY to create a reinvigorate the brand while casting an eye to thirty years of product craftsmanship and heritage on the water.

Our team defined a new look and feel that felt fresh, but with a direct nod to the nautical foundation of the brand. The site was built on the established Demandware platform, yet the art direction approach gave it a more custom experience.

Platform: Web

Role: Senior Art Director