Collaborated with Carmen Fu to develop Thru Activewear, a new sports apparel brand designed to support community physical pursuits. Conducted extensive market research and benchmarking to identify opportunities and define the brand's audience, crafting mission, vision, and value statements that encapsulate the brand's core ethos. Developed a comprehensive brand identity applicable across all touchpoints, from product design to packaging and online presence. Partnered with third-party contractors to build a robust eCommerce platform, overseeing photography and social media marketing to ensure consistency and appeal. Delivered a full brand strategy and identity system, laying a strong foundation for Thru Activewear's success in the competitive sports apparel market.