Years of pioneering digitally native menswear left Bonobos with an amazing legacy (and a lot of men with great-fitting pants). But while their business had grown ever more nimble and responsive over time, the brand expression hadn’t quite kept pace. To set a new creative course, we started with a brand book staking a claim for polish that never takes itself too seriously. With a clear vision for personality, voice, and editorial and product photography, we shaped the brand while giving it room to flex both seasonally and tactically. And soon enough, we became embedded, daily partners driving everything from promo emails to celeb TV commercials. Working together to evolve studio and marketing practice, we laid the foundation for a team that hums with wit and style.