A rebel with a cause.
Creative & Art Direction
Tone of Voice & Copywriting
Lately are a fashion brand with a conscience. They focus on giving back to various charitable causes through the sale of their apparel. I worked with Lately to find their tone of voice and help shape the creative direction by positioning the visual identity on the idea of being 'A Rebel with a Cause.'
The creative direction takes inspiration from activism, the punk era and challenging people to 'take a stand, not a pose.'
The new identity was rolled out across varous channels such as print, digital and social.