From 2008 to 2013 I worked closely with Reform’s founders to help them shape every facet of their brand and product. This began with creative and design direction for their annual campaigns and product releases, but quickly extended into a consultational role, in which I oversaw a full rebrand of the company.
As part of this, I developed a brand platform and a new set of brand guidelines, as well as a new identity, stationary, collateral and website - ultimately helping to grow their business from a small warehouse in Melbourne to an internationally recognized company with offices in Australia, China and the US, and a global customer base spanning the USA, Europe and even the Middle East.
Below are some of the annual campaigns, as well as a small part of the branding package.
In 2011 I worked with Reform to create a surreal series of images to boldly feature their colorful garments across all their marketing collateral, both on and offline.
Upon its launch the imagery rapidly spread around the net, and was featured on a number of global fashion and design blogs, garnering a huge amount of exposure for the relatively fledgling brand.
In addition to the campaign, we partnered up with the incredible French illustrator Short to provide some unique custom mascot designs for select clients.
Inspired by the doomsday predictions developed from the Mayan calendar, in 2012 I worked with Reform to create a campaign depicting scenes of survival in a post-apocalyptic world. In addition to campaign imagery, we also produced a short teaser video, to be distributed via Reform's extensive social networks.
Based on the age-old bad luck superstitions that surround the number thirteen, the concept for the Reform 2013 campaign placed our talent in the midst of various sticky situations.
Toying with the notion of customization at the core of each of Reform's products, the 2014 campaign explored the theme of 'Choose your own adventure'. Loosely referencing the book cover illustrations of the classic Choose Your Own Adventure series, this campaign consisted of a collection of iconic images depicting the spirit of adventure in a variety of environments.