Working at The Equinox Group as a Senior Art Director, I first researched the show in depth, watching the first three seasons and poring over the existing brand guides. Once I understood the show and its brand, I moved on to thinking about what each demographic would be interested in. For women aged 35+, we thought of home goods as the ultimate licensee category. With that in mind, we created elevated patterns and motifs drawn from the show's textures and production itself.

For the younger demographic, we were able to diverge somewhat from the production's aesthetic and produce stylized creative. Thinking about products like t-shirts and backpacks, we created a youthful, energetic style.

In the end, we were able to deliver two fully fleshed out style guides complete with distinct color palettes, typography, patterns, and graphic treatments. We also included examples of products with the styles applied for inspiration.