Year
2014
Client
Free Fly Apparel
Category
Print // Web
Product Duration
7 Months
When I joined Free Fly, the company was operating out of a small warehouse, primarily fulfilling custom orders for niche fishing and outfitting brands. While the team knew they had something special with their proprietary bamboo clothing—soft, breathable, and perfect for an active lifestyle—the challenge was figuring out how to connect that product to a broader audience. The goal was clear: find the brand’s voice, expand its reach, and introduce more people to the comfort and performance they didn’t yet know they were missing.
To help Freefly find its voice, I developed a design and storytelling approach that highlighted the brand’s roots in the outdoors while showing that its bamboo apparel was made for so much more than just fishing. By crafting narratives that celebrated everyday adventure, travel, and comfort in motion, we positioned the brand as a lifestyle choice—not just technical gear. This shift helped broaden our reach and transform Freefly into a lifestyle brand that resonated with a much wider audience.
I created social media content and catalogs that spoke directly to the customer, focusing on real-life moments and the effortless comfort of Free Fly’s clothing. At the same time, I led a complete website overhaul—from structure to visuals—to present each product not just as apparel, but as your new favorite piece, the shirt you never want to take off. Every touchpoint was designed to reflect the feeling of wearing Free Fly: relaxed, natural, and made for whatever the day brings.
The results were transformative—Free Fly exploded in size and popularity, capturing the attention and loyalty of a much younger, lifestyle-focused audience. Sales soared as the brand’s refreshed voice and visuals resonated deeply, turning casual shoppers into passionate fans. What started as a niche fishing apparel company quickly became a recognized name in everyday activewear, known for comfort, style, and authenticity.
