Creating a new retail brand from a blank page

American Eagle Outfitters wanted to create an apparel brand for 25-40 year-olds. We developed the brand vision "Clothing for a life in motion" and came up with the name “Martin + Osa” which was inspired by a real, husband and wife adventure team. With the name firmly in place we then set about designing each part of the brand identity, brand voice and consumer store experience. 

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