Project: Freudian Kicks approached us with a bold mission: to create two new brands from the ground up, each rooted in sustainability, quality, and creative integrity. Plateau was the first. A knitwear brand for women who value timeless design over trends, authenticity over attention. Together, we defined a clear position and developed a full identity system: strategy, logo, font, color palette, brand story, art direction, and digital presence. With no products ready at launch, our goal was to build a brand that felt complete, long before the first sweater was released. Challenge: As distributors, the founders had seen firsthand how overproduction and endless collections dilute both creativity and meaning. They wanted to do the opposite: fewer products, higher quality, and total transparency. The challenge was to translate this philosophy into a brand that could compete visually and emotionally with the industry it set out to challenge. Without products to show, we had to build desire through identity, storytelling, and mood, not inventory. Solution: We began with a brand workshop to define associations, tone, and universe. From there, we developed a visual language that felt confident, calm, and distinct — reflecting a modern, sustainable mindset without explicitly stating it. The logo, typography, and color palette were designed to signal timeless quality. We art-directed a photoshoot with supermodel Siri Tollerød, an iconic yet relatable face perfectly aligned with the target audience: creative women who know who they are and what they want. Finally, we designed and developed a dedicated landing page in Sanity, a digital brand home built for storytelling and emotion rather than solely for e-commerce. Together with a SoMe strategy and performance setup, Plateau launched as a fully formed brand, before a single product reached the market. The next step is already in motion: a full online store built on the same foundation of clarity, craftsmanship, and care, soon to launch alongside the first Plateau collection. Stay tuned. Credits: Photo: Martin Rustad