“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


—  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.

—  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.