In 2019, my team and I launched InsideOut Performance Fabrics®, a new brand designed to bridge the gap between indoor style and outdoor durability.

 

As the lead designer, I was responsible for developing the visual identity — everything from the logo and color palette to marketing collateral and packaging — while aligning the design direction with the company’s strategic goals.

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I worked closely with the marketing and product teams to understand the fabric’s unique performance benefits and the customer mindset. I then created a brand identity that felt clean, modern, and timeless, using versatile design elements that could scale across digital and print platforms. I also helped craft the product story through mood boards, catalogs, and event displays.

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The launch was a success — InsideOut quickly became a recognized performance fabric brand in the market. Our cohesive branding helped communicate reliability and innovation, and the design system is still being used across marketing channels today.