From techie accessories to a refined fashion-tech brand: Evolving Native Union’s identity through visual storytelling and branding
About the project
As the lead graphic designer at Native Union from 2015 to 2017, I significantly contributed to reshaping the brand from a purely tech accessory provider into a sophisticated fashion-tech identity. My role involved refining and elevating the visual style, carefully enhancing logo kerning and balance, and establishing a distinctive photographic style that reflected the brand’s evolving narrative.
Beyond visual refinements, I was deeply involved in rethinking the essence of Native Union, defining its brand values, tone, and market positioning. After departing in 2017, I continued updating and refining the brand’s logo until 2023, supporting its ongoing growth and evolution.
Today, Native Union is globally recognized as a distinguished brand positioned at the intersection of technology and fashion, based in Paris and Hong Kong.
Result
The branding and visual enhancements helped Native Union successfully reposition itself within the competitive fashion-tech market, significantly raising brand recognition and perception. The refined identity facilitated global growth, attracting collaborations and expanding the brand’s reach to fashion-forward consumers around the world.