Strength and softness.

A product this new can’t borrow its look from anyone else, so we started with what Embodie refused to be.

Postpartum women have been offered two options. Science-backed products that feel clinical and cold, or maternity brands that soften everything into pastels and center the baby rather than the woman. Credibility or beauty, rarely both.

We set out to close that gap from both sides: a truly premium choice for postpartum care, and a science-backed option luxury fashion had never had.

Care in every detail.

Embodie now holds a category of its own — supportwear that feels like luxury and stands on clinical knowledge.

We began beneath the surface, with the strategy that gives every word and image its footing. We defined the mission, vision, and positioning, shaped four strategic pillars, and mapped six distinct women the brand is built to serve — from the new mother to the athlete to the woman in perimenopause who’s never had apparel made for her stage. Then we gave the founders language they could carry into any room: a one-liner, an elevator pitch, their founder story, and a word bank that trades “bounce back” for “restore,” “fix” for “honor.”

• Brand foundation & positioning
• Messaging & voice framework
• Logo, color & typography systems
• Photography & digital direction
• Welcome box & printed pieces
• Business cards, social templates & email signature
• Canva toolkit & organized asset library
• Co-branding system with Empower PT

A brand with room to grow.

Then we carried it into the world. A full interface system, down to motion that moves like a slow exhale. A welcome box that opens to Built to hold you, with a handwritten note from Ivy and Macy tucked inside. Business cards, email signatures, social templates, a co-branded lockup with their clinical partner, Empower PT, and a Canva toolkit so their team can keep building on-brand long after launch.

Play with purpose.

Rebel Ninja was never going to be another talk about being brave, so we started with what it refused to be.

Most confidence content for young people lands in one of two places. It’s either earnest and careful, made for parents and lost on kids, or loud and entertaining with nothing underneath. Help or fun, rarely both.

We set out to close that gap by making the fun the method: a world kids actually want to enter, where every win is a real skill.

One world. Three doors.

Rebel Ninja now has a world of its own — one brand, three doors, each built for the person walking through it.

We started with the architecture that lets it speak to everyone without sounding like no one. We defined the mission, the vision, and three pillars: Unstoppable, Confident, Playful. Then we built an endorsed family beneath the master brand. Rebel Ninja TV is for kids 5–12, Rebel Ninja Uncut is for teens, and the Parent Series is for the grown-ups. Each has its own tone and its own color, so you know which door you’re at before you read a word. Then we gave Andrew language he could carry anywhere: a tagline, a boilerplate, and a one-liner that does the heavy lifting — “Confidence isn’t something you’re born with — it’s something you build.”

The voice sounds like a kid’s best coach — hyped-up, honest, always in their corner. Five traits hold it steady while the register shifts with whoever is listening. Kids get game-world energy, teens get straight talk without the cringe, and parents get warm, plain answers. It never pressures and never preaches. It simply says: Every kid is a ninja. Some just haven’t found their move yet.

Built to play.

The visuals live in an 8-bit world. A pixel ninjahead stands on its own as an icon, a voxel wordmark is built for hero moments, and flat versions in teal, midnight, and white cover everywhere else. Midnight holds the canvas, Rebel Teal leads, and Rebel Yellow and Rebel Pink arrive in small, bright bursts, with every pairing contrast-tested. Press Start 2P and Silkscreen bring the arcade. Consolas carries anything long or parent-facing, because pixel type was made to shout, not to explain. Icons are drawn on a 16×16 grid. Photography direction is built on real kids in motion: action hero, not class photo.

Then we carried it into the world. Each of the three channels got a complete YouTube kit: profile images, banners mapped to every screen from phone to TV, and thumbnail templates. We built a master podcast template in Figma and social formats for TikTok, Reels, feed, and YouTube. Motion snaps in stepped easing and builds the logo pixel by pixel, and a short chiptune sting signs off. The website gives each audience its own path. Kids finish missions and earn EXP, and then a phone screen lights up with an incoming call: Andrew is calling.

• Brand strategy and architecture
• Identity and logo suite
• Voice and messaging
• Three-channel YouTube branding
• 53-page brand guidelines and pixel icon system
• Podcast and social templates
• Motion and sound direction
• Website

Made to feel human.

We started with what Frontline Partners refused to be: one more donate button.

Online giving has taught people to expect the look of a bank. It’s clean, efficient, and forgettable, with generosity reduced to a confirmation number. The alternative is often the opposite extreme, heavy with urgency and light on dignity. Sterile or sensational, rarely human.

So we reached for the tactile over the techy: textures you could almost touch, marks that look made by hand, and a brand that feels less like a platform and more like a letter from someone you love.

A mark with meaning.

Frontline Partners now looks like what it is — a family, not a fund.

The identity began with the logo. We explored how a mark could carry warmth, witness, and the feeling of something passed hand to hand. The family-tree-inspired stamp held family, lineage, connection, and permanence in one mark. Paired with the literary wordmark and grounded color system, it gave the team an identity that feels personal without becoming institutional, with starter guidelines to carry it from day one.

A journal built for connection.

Then we gave that identity a place to tell its stories. The Frontline Journal is a quarterly publication built entirely on the brand we’d made. Cormorant Garamond gives headlines their gravity. Crimson Text holds the testimonies and the prayers, the words meant to be read slowly. A handwritten face appears only when a human voice needs to break through the page. The cover gives GCR and Frontline Partners each their rightful place.

And we made it theirs to keep. Beneath every spread sits a modular system of parent pages, so the team can choose a layout rather than design one. A visual layout menu shows every option at a glance. A guidelines document walks through building a new issue, step by step. We delivered it clean and imageless, a frame waiting for the next story, with one extra cover they didn’t ask for, because someday they’ll need it.

It’s a brand that reminds every supporter they aren’t just sending something. They’re part of someone’s family.

Some photography featured in this case study is courtesy of Global Christian Relief, and some imagery is sourced from unsplash.com. All imagery is shown here for portfolio presentation only.