Brand Evolution / Identity System / Creative Leadership
Melin Brand Evolution
Transforming Melin Into a Premium Performance Headwear Brand
When I joined melin, the brand was still in its early stage. High potential but lacking a cohesive identity, consistent storytelling, or a scalable creative foundation. Over four years, I led the evolution of melin’s brand expression, building the identity, systems, and team that supported the company’s growth from a performance-focused startup into a premium, category-defining brand.
Approach
I focused on building a clear identity, a unified creative direction, scalable systems, and a high-performing team capable of sustaining growth.
Melin’s evolution started by establishing a strong brand foundation — defining the visual identity, narrative pillars, and guidelines that aligned product, marketing, and retail around the same premium direction. From there, I built a cohesive creative language across lifestyle, performance, and product content, elevating the way the brand showed up across every touchpoint. As the pace of launches accelerated, I created scalable systems, templates, and GTM frameworks that made weekly drops possible without compromising quality. In parallel, I built and mentored a multidisciplinary in-house creative team, introducing clear processes, briefs, and review rhythms that improved clarity, speed, and collaboration across the organization.
Outcome
A premium, cohesive brand identity that strengthened melin’s category position
Unified storytelling across digital, retail, social, and product
Scalable creative systems capable of supporting rapid launch cycles
Improved cross-functional alignment and clearer creative expectations
A stronger brand experience across every consumer touchpoint
Seasonal Campaign Content
Reflection
Evolving melin wasn’t just about refining visual, it was about building the clarity, structure, and creative culture needed for long-term growth. The foundation we created helped transform melin into the modern, premium performance brand it is today, with a system that continues to guide the work and the team behind it.
Curious about the thinking behind the work? I’d be glad to walk you through it.