Client
Fieldworth
Services
Brand & Strategy
Let's launch a men's leisurewear brand
I led the launch of a new private label menswear brand at Bespoke Post — overseeing brand strategy, naming, identity, apparel design, packaging, and two seasonal collections. After initial market and customer research, I worked to define a brand persona and core positioning, then partnered closely with Design Director Evan Glason and Brand Director Dan Hendricks to bring the brand to market in under 12 months.
BRAND STRATEGY BRAND IDENTITY CREATIVE DIRECTION MARKET RESEARCH PRODUCT DESIGN PACKAGING DESIGN
Brand Strategy & Identity
We positioned the brand on lived-in comfort and rugged durability. The minimalist identity draws from vintage athletics and utility-grade field supply, giving Fieldworth a sense of classic warmth and instant familiarity. Anchored in NYC, the brand borrows the grit of street sports while staying grounded in modern sensibility.
Product Design
Our flagship French terry line announced the brand's core values: rugged heritage construction meets modern comfort. Using custom loopback fabrics, we delivered the worn-in softness of a vintage shop find — perfect out of the box. Building on a muted palette, we expanded into shorts, joggers, tees, and henleys designed for easy layering and built to last.
Credits
Creative Director, Private Label Brands: Marcelo Cardoso Chief Merchandising Officer: Leann Greto Brand Managers: Dan Hendricks, Design Director, Apparel: Evan Gleason Graphic Designers: Abigail Lund, Luke Janos Product Developers: Meg Amsterdam Photographers: Kevin Wells, Jay Mason Photo Art Direction: Claire Levy, Luke Janos, Joelyn Dal