Arca Here. Design

As Creative Strategist and Creative on the project, I worked with Here. design to create the identity for a new athleisure brand aimed at Gen Z and Millennial consumers. As an all-female team, we chose to target the women’s market, driven by a frustration we knew firsthand.

Problem
Women want versatile athleisure that adapts to their needs, yet most options lack functional, secure pockets - leaving women to compromise on style, practicality, or both.

Solution
We created Arca, a brand that fuses functionality with empowerment. Drawing inspiration from nostalgic eras of tension and uncertainty, I helped shape a visual identity that symbolises optimism and resilience - clothing designed to adapt to women’s lives. The project won the D&AD award, recognising both the strategy and creative execution.