Handled Co.
Handled Co. is a lifestyle brand built around the mindset of “wake up and handle it,” focused on repair products within the fitness space. Brought in at an early stage, I partnered closely with the founder to shape the brand from concept through execution. My role focused on art direction and building a cohesive identity across product, packaging, and brand touchpoints.
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THE CHALLENGE
The brand was starting from scratch in a niche category, with no existing identity or clear visual positioning. The challenge was to create a brand that could stand out in the fitness space while feeling credible, functional, and scalable across products and merchandise.
The goal was to create a unique visual identity within the niche of fitness repair products. The direction leaned into a bold, rugged aesthetic, using strong typography and durable visual elements to reflect the functional nature of the product. A flexible system was developed to support product variations while maintaining a consistent and recognizable brand.
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THE RESULTS
The project established a clear and cohesive foundation for the brand, positioning it within a unique space in the fitness market. By building a flexible system across product and brand touchpoints, the identity was able to support future growth and expansion. What made the project successful was the close creative partnership established with the founder, allowing the brand to be developed with clarity and intent.
