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NEW WORK: For all the streamers and gamers out there. Super proud that after almost a year of work the new logo and identity system for @twitch has launched. Done with the amazingly talented @leoportooo @jumpjirak @tomasmarkevicius @thisiscollins 👾and of course our friends at Twitch!

#twitch #gaming #design #branding #motiondesign #typography #typefaces #graphicdesigners #artdirection #creators #gradients

NEW WORK: For all the streamers and gamers out there. Super proud that after almost a year of work the new logo and identity system for @twitch has launched. Done with the amazingly talented @leoportooo @jumpjirak @tomasmarkevicius @thisiscollins 👾and of course our friends at Twitch!

#twitch #gaming #design #branding #motiondesign #typography #typefaces #graphicdesigners #artdirection #creators #gradients

NEW WORK: For all the streamers and gamers out there. Super proud that after almost a year of work the new logo and identity system for @twitch has launched. Done with the amazingly talented @leoportooo @jumpjirak @tomasmarkevicius @thisiscollins 👾and of course our friends at Twitch!

#twitch #gaming #design #branding #motiondesign #typography #typefaces #graphicdesigners #artdirection #creators #gradients

NEW WORK: For all the streamers and gamers out there. Super proud that after almost a year of work the new logo and identity system for @twitch has launched. Done with the amazingly talented @leoportooo @jumpjirak @tomasmarkevicius @thisiscollins 👾and of course our friends at Twitch!

#twitch #gaming #design #branding #motiondesign #typography #typefaces #graphicdesigners #artdirection #creators #gradients

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

[NYBG]
Over multiple seasons at the New York Botanical Garden, we worked closely with their team to reimagine a brand that could speak to their Bronx community and resonate far beyond it. One that honors NYBG’s deep expertise in plant science and its role as a place of joy, wonder, and environmental action. A brand that feels as alive as the Garden itself.

“Do right by nature” became our north star—a simple but generous call to action. We built a system rooted in the spirit of the Garden: bold, lush, warm, and direct. Every element—from the custom type to the color palette to the grid drawn from the glass of the Conservatory—was designed to feel rooted and responsive, seasonal and lasting.

Huge thanks to the incredible team at NYBG for your trust, passion, and perspective. And to everyone at Wolff Olins who shaped this—across strategy, design, and voice—it was an honor to work on something this meaningful, and this alive. 🌸💐🌺🌷🌱🪻

Credits:
@janeboynton
@nineteen_nan
@junki.jh
@analucamargo
@forsythmeg
@ehghs
@draeger
@chaaaavez
@jason7556
@dasrausch
Katherine Pisarro-Grant
@etiennegodiard
@ryanbugden
Grace Paik
Remy Laughlin
@wolffolins
@nybg

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

NEW WORK: Today marks the culmination of a year and a half long project, resulting in a brand identity I’m beyond proud of. Not only do I personally love how every detail turned out, but more than anything, I’m honored that I got to start this project with my former COLLINS team and get to continue to evolve the work with the passionate team I’m building at sweetgreen. And this is just the beginning💚

Credits:

sweetgreen:
Nathaniel Ru, Chief Brand Officer
Thomas Wilder, Executive Creative Director
@joannalhsu Art Director
@eric_estroff Senior Brand Manager
@janeohelp Brand Voice
sweetgreen brand studio

Amazing creative partners:

COLLINS:
@dailysanuk
@georgelavenderr
@tomasmarkevicius
@elnatione
@anngoeswest
@antonia_lazar_
@alex.wallace.vt
@zrogatty
@dash_alison
@brianthomascollins
@thisiscollins

Custom Type:
@mckltype

Illustrations:
@minstudio_

Website
@fictivekin

Photographer:
@mari_juliano_photography
@nicholasscarpinato

#sweetgreen #design #graphicdesign #branding #packaging #artdirection #typography #customtype #illustration #motiondesign #foodphotography

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

We’re excited to share the latest conversation in @aigalosangeles Design Luminaries series, featuring @thomaswilder.
Thomas was one of the first designers we reached out to when we began this series, and we’re grateful he took the time to share his thoughts with such openness and generosity.
In this conversation, Thomas reflects on the path that has shaped his practice, from his experiences at Sweetgreen, COLLINS, and Wolff Olins to co-founding @reunion.work with Emily Morris.
What stood out most in our exchange was how grounded and candid his perspective felt. Behind a body of work many designers admire is someone who speaks thoughtfully and modestly about growth, uncertainty, collaboration, and the ongoing process of finding your own way through design.
We hope you enjoy this conversation as much as we did.

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

Welcome to Reunion. Hope to meet you soon.

Made at Reunion by:
(01) @ryanbugden
(02) @emily_sneddon
(03) @triborodesign
(04) @zrogatty
(05) @jimmyjolliff
(06) @yancann
(07) @ibbydibbydow
(08) @therealemilymorris
(09) @mckltype

EP:54 with @thomaswilder 🩷

Founder @reunion.work
Former Global Principal @wolffolins
ECD @sweetgreen
Partner @thisiscollins

From rural New Hampshire to building brands that actually mean something. This one’s about patience, backing yourself, and starting again.

Stories from the heart that make mums proud.

WDYMT to the world 🩷

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Anson Calder]
Anson Calder designs products with a kind of quiet invention—modular, minimal, and grounded in precision. Their patented system of leather straps and circular hardware isn’t just a detail—it’s a design language that allows the product to shift and respond as you move through the world.

We worked with their team to expand the brand’s story: moving away from a singular idea of luxury and toward something more open and participatory. One where the object isn’t the endpoint—it’s a beginning. The visual identity reflects that idea: elegant, adaptable, and built to carry the marks of a life well-lived.

Grateful to the Anson Calder team for the trust—and to the small but mighty team on this. Fun fact this is the only project I’ve ever done a brand immersion living in an Airbnb with a client. A great story for another time 🧡

@thisiscollins
@leoportooo
@sanukkim
@therealemilymorris
@alex.wallace.vt
@marijuliano
@anngoeswest
@ericpark909
@tomasmarkevicius

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[Primary]
When we started working on @primarydotcom , @meg_wilder was pregnant with our first daughter, Kenna. There’s something about having a child on the way that reframes everything—especially the question of what kind of world you want them to grow up in. You start noticing all the quiet ways kids are told who to be, what not to feel, what box to fit in. It made the work feel more personal—like we were designing for her future too.

Primary was founded by two parents—Galyn and Christina—who were tired of clothing that put kids into corners. Blue for boys, pink for girls. Slogans that shouted instead of listened. Fast fashion that wore out before it could be handed down. They imagined something better: clothes that made space for every kind of kid to feel seen, safe, and comfortable from the inside out. Not boys. Not girls. Just kids.

So our partnership with Primary became adialogue: how do you make a brand that grows with kids, instead of boxing them in? We began with a new logo that gives a subtle nod to their original symbol; a rainbow. We created a cast of flexible, expressive typographic characters named “The Primaries” which became the heart of the identity—shapeshifting, morphing, always in motion. The graphic system is built to hold contrast, freedom, and emotion. Our photography style and art direction captured kids as they are: raw, real, and ridiculously themselves. And of course, a color palette that didn’t just include everyone—but celebrated everyone.

Primary doesn’t make clothes to define kids. They make clothes that help them build confidence in who they are. To let them feel big feelings and small ones too. To wear whatever color they’re feeling today. To grow up with less shame, more joy—and a deep, lasting sense of self. That’s what we wanted to design for. That’s the world we want our daughter to grow up in.

Live your true colors.

Credits:
@dashodil
@jumpjirak
@therealemilymorris
@georgelavenderr
@okheymaddy
@primarydotcom
@grillitype
@thisiscollins

#primary #liveyourtruecolors #kidsfashion #design #branding #typography #illustration #packagingdesign #appareldesign #graphicdesign #artdirection #kidsphotography

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

[BMG]
We partnered with BMG to create a transformative brand that reinforces its position as a global music industry leader.

The bold new visual language honors its heritage as a champion of music creators, whilst reflecting both continuity and innovation.

The dynamic new symbol brings energy and movement to BMG’s visual identity, while the vibrant hero colours are inspired by its strength, bright stage spotlights, anc industry achievements. 🪩

Much appreciation to our amazing partners @thenewbmg 🎶❤️🎶

CREDITS
@wolffolins
@georgelavenderr
@erikbvaage
@meyersbg
@rasmusanilsson
@nicolo_bernardi_
@nineteen_nan
@commercialtype
@createprint3d
@catreenyoon
@in.in.___7
@maxitype_com
@michelebkim

6 months ago: I joined @sweetgreen as their first Executive Creative Director. Today: @naomiosaka joins sweetgreen as our first national athlete ambassador and youngest investor. 🎾🥗 So proud of this team and what we are building over here. Stay tuned. And oh thanks to @meg_wilder for agreeing to move to Los Angeles in the middle of a pandemic with me and our new daughter. 😘

Credits:
Photographer: @jason_nocito_studio
Stylist: @ecduzit
Art Direction: @brianokarski
Producer @alexisstembercoulter

6 months ago: I joined @sweetgreen as their first Executive Creative Director. Today: @naomiosaka joins sweetgreen as our first national athlete ambassador and youngest investor. 🎾🥗 So proud of this team and what we are building over here. Stay tuned. And oh thanks to @meg_wilder for agreeing to move to Los Angeles in the middle of a pandemic with me and our new daughter. 😘

Credits:
Photographer: @jason_nocito_studio
Stylist: @ecduzit
Art Direction: @brianokarski
Producer @alexisstembercoulter

6 months ago: I joined @sweetgreen as their first Executive Creative Director. Today: @naomiosaka joins sweetgreen as our first national athlete ambassador and youngest investor. 🎾🥗 So proud of this team and what we are building over here. Stay tuned. And oh thanks to @meg_wilder for agreeing to move to Los Angeles in the middle of a pandemic with me and our new daughter. 😘

Credits:
Photographer: @jason_nocito_studio
Stylist: @ecduzit
Art Direction: @brianokarski
Producer @alexisstembercoulter

6 months ago: I joined @sweetgreen as their first Executive Creative Director. Today: @naomiosaka joins sweetgreen as our first national athlete ambassador and youngest investor. 🎾🥗 So proud of this team and what we are building over here. Stay tuned. And oh thanks to @meg_wilder for agreeing to move to Los Angeles in the middle of a pandemic with me and our new daughter. 😘

Credits:
Photographer: @jason_nocito_studio
Stylist: @ecduzit
Art Direction: @brianokarski
Producer @alexisstembercoulter

6 months ago: I joined @sweetgreen as their first Executive Creative Director. Today: @naomiosaka joins sweetgreen as our first national athlete ambassador and youngest investor. 🎾🥗 So proud of this team and what we are building over here. Stay tuned. And oh thanks to @meg_wilder for agreeing to move to Los Angeles in the middle of a pandemic with me and our new daughter. 😘

Credits:
Photographer: @jason_nocito_studio
Stylist: @ecduzit
Art Direction: @brianokarski
Producer @alexisstembercoulter

I'm so proud of @thisiscollins today.

Today COLLINS launches Ideas.

The world is fundamentally different from when this endeavor began. A labor of love that started a year ago. The purpose, though, remains the same.
⠀
To tell the untold stories within design. These days it seems like we spend so much time assessing the visual output, but so little time understanding the input. The thinking, process, and partnership behind the pictures.
⠀
We want to open that black box and share some ideas to help creative people learn how we use creativity and design to build new futures with our clients.
⠀
Please visit the link in bio to see Ideas (best viewed on desktop).

Special shout out to the whole COLLINS team who made this possible and of course the genius @pauljunbear.