THEORY 38

THEORY 38 GLOBAL LAUNCH CAMPAIGN

360 IDEATION | NAMING | BRANDING | ADVERTISING | COLLATERAL | DIGITAL MEDIA | IN STORE | EVENTS

Guided Theory through the launch of Theory 38 introducing the new ‘Athleisure’ trend by creating a cohesive aesthetic to gain brand presence and to resonate in the mind of consumers. Developed a unique brand identity, brand voice and brand positioning that has come to life through elevated and dynamic photography and bold graphic elements.

THEORY 38 LOOKBOOK

CREATIVE DIRECTION
ART DIRECTION AND DESIGN
Judith Kaelin

PHOTOGRAPHY
Peter Arnell

TALENT
Ava Smith

STYLING
Daphne Javitch

LOOKBOOK PHOTOGRAPHY
Hyacinth Hughes