My objective was to position Alo as a contemporary lifestyle brand, with a collection of "studio to street" elevated loungewear. In addition to founding a new divison my work included the design and creation of the current metallic logo assets, updated branding and visual identity and lexicon for retail, wholesale and dtc positioning. I brokered national partnerships with Nordstrom and Bloomingdales, launched lifestyle and logo driven items, and expanded product franchises for the brands retail launch. Today this loungewear category drives more than $300 M in sales each year for Alo.