Early Majority - Designing hackable branding

Challenge

How do you brand a woman-led, seed-stage startup. With a huge vision to disrupt the fashion industry by turning consumers into users through ways that had never been done before. For example, organizing the company around a DAO-based membership model, Web3 tech, an innovative layering system, hackable branding and a commitment to sustainability through everything they do, not just the clothes they make.

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Key brand moments.

Solution

Let’s back up. Early-stage startups need the flexibility to change, adapt and evolve as they find product / market fit, expand their team and develop a sustainable business model.A

nd that was the case with Early Majority. They needed a branding system that could build equity over time yet be extremely flexible to adapt to change.

Our SoWhat Approach was used to create a familiar yet surprising brand identity system.

The first step was to develop core creative assets, the fixed assets that would remain constant while building brand equity.

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Key brand moments.

Utilizing the brand’s fixed assets, the website is designed to provide an intuitive customer journey

I’m honored to be a part of SoWhat’s journey, not just because Stefan is brilliant but also because I secretly wanted to be like David Butler when I grew up.

Joy Howard, Founder and CEO, Early Majority.

^{ex CMO Patagonia, Sonos, Nike, Fast Company Most Creative, Forbes Most Influential}