Standard Black LA NY

Branding / Creative Direction / Production

Recognizing Standard Black’s strength in building brand identities at the nexus of fashion and athletics, Amazon invited us to create strategies for the launch of a new label the online retailer would be offering exclusively through its site. With the launch of Core 10, Amazon sought to carve out a niche in the worlds of women’s performance apparel, adding to the retailer’s growing list of private label brands.

A women’s performance apparel brand focused on essentials designed for superior athletic performance, Core 10 presents smart evolutions of activewear basics. Playing to this product strategy, Standard Black developed a logo identity and art directed and produced a shoot that positioned the brand as an innovator through iconic black-and-white imagery, bold typography, and a directional logo.

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