Shift the narrative

Human Nation is a brand built for the middle of the venn diagram: sport and street, softness and strength, style and purpose. We partnered with Russell and Ciara Wilson to shape Human Nation, a gender-neutral apparel line under the House of LR&C, designed to feel open, modern, and genuinely for everyone.

Human Nation set out to democratize retail with a co-op spirit, inviting customers into something closer to a movement than a label. This is radically inclusive product thinking, wrapped in everyday pieces that work hard and wear easy.

Visually, we built a system that behaves like clothing. The identity flexes. The wordmark stretches, shifts, and moves without losing its spine. It holds shape under pressure and still feels human up close. A modular toolkit that can scale from hangtags to campaigns, from packaging to digital, without turning stiff or precious.

Our role covered the full expression: naming, logo, visual identity, web design, packaging, photography art direction, campaign, and creative direction. The result is a brand that looks like motion, speaks like conviction, and wears like belonging.