In 2019, Icon Underwear underwent a full rebrand into Speax by Thinx. Alongside refreshed visuals and messaging, a new user-centered website was developed to reflect the brand’s updated identity.

Working closely with the creative director, I led the development and creation of all visual assets. This process involved extensive market and brand research, photo mapping, and asset concepting. I also art-directed a series of photoshoots, producing a diverse range of imagery for use across the website, ensuring a cohesive and compelling brand experience.