Project Description +


Client: Holden
Photography: Cole Barash, Silvano Zeiter, Riley Kalbus
Year: 2017–2019


Branding Brand Strategy Type Design Advertising Art Direction Video Verbal System Packaging

Launched in 2002—Holden creates performance outerwear for the backcountry and the city alike. Holden’s products are designed with an elevated, urban aesthetic, with a focus on rethinking the natural order of outerwear. Over the course of 12 months, we worked to redefine the brand and create a new Holden Identity system that would exemplify their product offering. We crafted a new “H” icon and custom logotype that felt unique to the brand. In addition, we designed a custom typeface—Caulfield Bold and Regular, in collaboration with the Danish type design studio, Bold Decisions. From there, we worked on extending the brand system to printed collateral, campaigns, packaging and product with the unconventional adventure in mind.