PYNRS
Founder, CEO and marathoner Sidney Baptiste wanted to evolve his apparel brand to fit the high level collaboration projects - Brooks, Run Champs, etc - being built day by day, brick by brick, step by step.
Scope
Creative Direction
Location
Boston & Global
Contributors
Jream Henderson
Shaughna-Kay Todd
Brief
Four years of product, content and assets without a common vision left PYNRS feeling both disjointed in the marketplace and difficult to brief for new activations. Sidney wanted to both maintain the threads of creative that running culture and retailers were familiar with while building a focused identity that would be welcoming, consumer driven and efficient to capture with a flexible team.
Definitions
Working with Sidney to refine brand strategy and focus allowed for an easy transition into creative direction that could be easily understood and worked against for new creatives and collaborators to the brand - from product design to content creators.
