An elevated lifestyle brand with a philosophy of design where form meets feeling.
Context: Founded in 2016 by Hyla Nayeri and Adrien Bettion, 437 has grown into a powerhouse activewear brand spotted on tastemakers like Jennifer Lopez, Kylie Jenner, Kendall Jenner, Bella Hadid, Emily Ratajkowski, Megan Thee Stallion, Sydney Sweeney, Alix Earle, Millie Bobby Brown and many more. After 10 years of growth, the category they helped pioneer was becoming crowded with new players sitting in similar aesthetic and storytelling territory. To mark their first decade and solidify themselves as the most aspirational activewear brand, 437 tasked newkid with a full brand evolution and website redesign to raise the bar on the category.
Solution: As an all-women team, 437 has built their brand around embracing the female gaze in design; articulating a point of view that elevates the lived experience of their collections as the primary goal. To break from the trend-driven pack, we leaned into a brand world that embraced timeless editorial codes and emotive, intentional storytelling around the feminine experience. From unlocking meaning in the name 437, to establishing art direction that felt more poetic and classic, every aspect of the brand was designed to capture the power, beauty, and elegance of femininity.
A generative language system that takes inspiration from the mystique of 437 itself, with each line conforming to a 4 letter, 3 letter, and 7 letter structure.
Creative Direction: To solidify the long-term direction of 437, we took inspiration from the world of fashion rather than activewear; channeling an unhurried elegance across each channel. Evocative language. Textured overlays. Soft florals. The layers of the brand are designed to reposition 437 pieces as extensions of an artful, edited wardrobe, rather than mere workout clothes.
