Fresh Clean Threads

CLIENT

Fresh Clean Threads

YEAR

2022

INDUSTRY

DTC Apparel

LOCATION

La Jolla, CA

Title

Total Rebrand & IN-HOUSE Creative Direction

I walked in to the very early stages of a rebrand from Fresh Clean Tees to Fresh Clean Threads. May first assignment was to complete this name change and rebrand. It was way more intense and impactful for such a small change. The "Fresh Fam" are some of the most positive-minded people to work alongside. Accomplishing this rebrand was very motivating and fulfilling. Managing to rollout and maintain the new brand while creating a new creative processes was the battle here. Photo direction, brand voice, general visual aesthetic were the bulk of the work. Above all that, just a damn good product.

Matthew Parvis / Co-Founder & CeO, Fresh Clean Threads

"Robbie brought a unique mix of creative direction and creative execution to FCT during his time here. He was instrumental to our brand’s journey from Fresh Clean Tees to Fresh Clean Threads and so vital to breathing life into Fresh Clean Threads and we're very fortunate to have had the opportunity to work with him. "

FEARLESSLY FRESH.

Make foundational apparel that helps our customers be at their best.

One of the main things I put into place was a consistent (and efficient) way to create product photos. Using a ghost mannequin base, I was able to create a coloring system using optical sensors to establish a color formula that allowed the digital and physical products to be consistent without actually having to shoot every product. Making product launches a breeze.

TV Spots

This was one of the more exciting projects to work on. I was able to bring in my buddies from OOPH to make these amazing commercials. They crushed it and I was just happy to be able to collaborate with them again from the brand side while they worked their magic as they always do from concept to delivery.