Lusso
“From our brick-and-mortar roots and growing headquarters in St. Louis to our national footprint in the market, our 20+ years of fashion industry experience distinctively positions Lusso to bring premium product and design expertise to licensed sports merchandise. As a women-owned & operated company, putting women first is the core of our business. We create collections that will allow every woman to rep her team with style.”
the challenge
We were enlisted to orchestrate a brand transformation of epic proportions, setting the stage for a momentous launch of a new LUSSOxMLB collection in collaboration with Major League Baseball and Fanatics. With careful thought and craftsmanship, we re-imagined the brand’s identity from the ground up, creating a dynamic fusion of the sport’s rich tradition and the innovation embodied by the forthcoming fashion collection. Our comprehensive approach spanned brand strategy, logo and identity extension, marketing strategy, and develop a new visual language, culminating in an game-changing transformation that not only launch the Lusso brand to an audience in the millions, but also ignited excitement for the highly anticipated LUSSOxMLB collection launch.
The Service
Product Design
Brand & Identity
Print & Packaging
Website & Digital
Photography
— The Brand Strategy —
Brand strategy is the cornerstone of developing any companies brand’s identity, guiding every decision from design aesthetics to marketing campaigns. It shapes the brand’s visual language, personality, communicates its values, and establishes an emotional connection with the audience. A well-crafted brand strategy not only establishes a brand’s distinct personality and visual identity but also fosters customer loyalty, ensuring long-term success and a lasting impact in the competitive market.
— The Brand Identity —
How do you take a brand into its next big chapter?…
You build out every aspect of their visual language. With an already established logo mark, we set off to define and design all the graphic elements to help extend and establish the brand’s identity.
— Case Study / Fanatics x MLB —
This campaign expanded the Lusso brand into a national sports-fashion moment, translating the energy of Major League Baseball into a refined, women-first lifestyle expression. The objective was to create more than a product launch. It was to build a fully realized brand experience across campaign imagery, product storytelling, digital commerce, social content, launch collateral, and retail-facing touchpoints. By blending elevated fashion cues with the legacy and emotion of the game, the campaign positioned Lusso as a fresh alternative within licensed sports merchandise, creating a visual system that felt polished, confident, and distinctly ownable.
— Case Study / Kansas City CHIEFS x NFL —
The Chiefs collection launch-kit was developed as a high-impact campaign system designed to merge fan loyalty with fashion-forward storytelling. From floral-driven campaign graphics and product-focused launch assets to social content, teaser reels, web modules, and retail presentations, every element was crafted to create anticipation and momentum around the release. The visual direction elevated the product beyond traditional team merchandise, presenting it as a lifestyle collection rooted in energy, femininity, and game-day culture. The result was a cohesive launch ecosystem that gave the collaboration a bold, premium presence across every customer touchpoint.
— Case Study / ACTION x DRAFT KINGS —
For the DraftKings collaboration, the creative direction centered on building a sophisticated lifestyle campaign that extended Lusso’s design language into a more refined, performance-inspired visual world. The campaign combined elevated photography, product storytelling, digital merchandising, and launch content to introduce the collection with clarity and confidence. Each asset was designed to support both brand awareness and commerce, balancing editorial polish with functional product communication. The result was a cohesive campaign platform that positioned the collection as premium, versatile, and built for a modern sports lifestyle audience.
— the Website / Phase.1 —
Redesigning the website served as a pivotal element in the overall branding strategy, offering a digital gateway to showcase the brand’s identity, values, and products. The primary objective was brand awareness. It provided a curated user experience, aligning visual aesthetics, functionality, and content to reinforce brand messaging. The new website not only enhances brand perception but also ensures seamless online interaction, becoming a major touchpoint for brand recognition and customer engagement.
— the Website / Phase.2 —
Coming soon… E-commerce
… but here’s a sneak peak
— The Photography —
Photography played a pivotal role in the branding and identity process, particularly as a fashion brand, as it visually narrates the brand’s style, quality, price-point and overall essence, enabling customers to connect with the brand’s unique aesthetic and lifestyle. With Lusso, our objective was to showcase a higher-end ‘luxe’ sports apparel brand, rooted in high fashion, yet designed for everyday women by women.
