WellPlaid.

Strategy
Audience Studies
Creative Workshops
Market Analysis

Brand
Art Direction
Campaign Assets
Copywriting
Digital Design
Guidelines
Iconography
Location Planning
Positioning
Model Sourcing
Visual Identity

WellPlaid is a fashion brand owned by Idealz Holding, a Dubai-based company renowned for its innovative gaming platforms within the e-commerce and entertainment sectors. My brief was to create a challenger brand for the burgeoning athleisure market, initially envisioned as a raffle ‘reward’ on Idealz’s gaming platforms, with the objective of developing it into a standalone apparel line.

The comprehensive brand ecosystem included strategy, naming, visual identity, and art direction. The name WellPlaid was selected for its distinctive and meaningful link to charitable giving within the game, making it both original and contextually relevant. Drawing inspiration from the gaming theme, plaid patterns were integrated across the brand and apparel, crafting a bold and cohesive visual narrative.