Challenge
Workrite FR, a long-standing provider of flame-resistant apparel, needed to evolve its identity to better reflect the courage and humanity of the fire professionals it serves. The existing brand felt industrial and distant — reliable but impersonal. The challenge was to create a modern, cohesive system that honored the grit and spirit of real firefighters while re-establishing Workrite FR as the trusted, human face of protection.

Solution + Impact
As Art Director and Designer, I led a comprehensive brand refresh that combined modern design clarity with authentic, story-driven imagery.
Key elements included:

• Developing a refined visual system—bold typography, structured layouts, and design elements inspired by the fabric of the garments.

• Designing a suite of brand applications: print collateral, social content, and digital layouts that highlighted the humanity behind the uniform.

• Reworking the tone of voice and visual hierarchy to make the brand feel strong, clear, and deeply human.

The result was a grounded, modern brand that connected emotion with purpose: real people, real protection.