Arys

Arys Rebranding Strategy & Design

In summer 2021, I joined fashion label ARYS as Creative Director with a clear mission: to elevate their brand identity to match the high-end quality of their products. ARYS had always created exceptional techwear, but it was time to bring their visual narrative to the same level. Together with Tokyo-based creative agency biancobianco, we set out to reintroduce the brand with the AW21 campaign as the go-to high-end techwear brand for the modern city dweller.
 

The campaign visuals tell a story of progressive city people—those navigating the fast-paced, ever-evolving urban landscape with precision and style. We captured a future-forward vision of daily life, where individuals move through their missions seamlessly in a wardrobe that merges function with fashion.