IronVeil Athletics
Built a premium independent activewear brand from the name up, before the first product photo was taken.
01 · Situation
IronVeil came to us pre-launch. They had product samples, a founder with a clear point of view, and the conviction that the activewear category was not speaking to the customer they wanted. Everything else was open territory.
02 · Problem
A category full of sameness. Soft empowerment copy. Identical performance claims. Every founder we talked to said the same thing. They wanted to feel raw and disciplined and earned. Nothing on the shelf gave them that.
03 · Approach
We started with a discovery week to find the actual heart of the brand. Then we wrote positioning, named the line, built the visual system, and directed the launch campaign so every touchpoint felt like the same person walking into the room.
04 · Outcome
A brand that arrived feeling premium and independent. Cohesive across product, packaging, web, and campaign. A founder who finally had something she could stand behind without explaining.
What changed
6 weeks
From kickoff to launch-ready
0 to 1
Complete brand system delivered
+38%
AOV vs. category benchmark in month one
Launched with a cohesive brand system that positioned them as a premium independent label from day one.
“I came to CDH with a brand that looked like every other brand in my space. I left with something that actually felt like me. The strategy work alone was worth every dollar.”
Marcus Webb · Founder, IronVeil Athletics
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