Most activewear brands compete through intensity, motivation, and performance-driven messaging. F9 was created to define an alternative position: Calm Performance, a performance-lifestyle brand helping people regulate, move, and perform fluidly in high-pressure environments through sensory-driven design, refined materials, and thoughtful product experiences.

As Design Director, I led the brand development and creation of its first apparel collection, defining the strategic positioning, garment architecture, material strategy, color direction, graphics, and visual identity. I also directed the collection’s photography and communication, creating a cohesive brand world that feels fluid, intelligent, and distinctly contemporary.

Design Direction • Brand Strategy • Collection Development • Product Aesthetic Direction • Material & Color Strategy • Creative Direction • Visual Identity • Art Direction • Brand Implementation

Built the foundations of a performance-lifestyle brand by defining its positioning, designing its inaugural apparel collection, and creating a unified product and communication ecosystem around the concept of Calm Performance.