An athleisure label with one hero product and no audience yet. The visual system was built around the thing the product does after dark.
Hem & Haw makes athleisure for 18–28s in Indian cities. When the work started the account was under a thousand followers and the catalogue was small — tees, shorts, lowers — with one product doing the heavy lifting: a track pant with a 180° reflective strip. The design job was to build a look the brand could post every day without it going flat, anchored on that one product.
Product statics — one fit fact per frame, pixel headline top-left, gender tag opposite.
Everything is built for a phone held at arm's length in a scroll. Statics carry one headline and nothing else. Carousels get one fact a slide. No explaining, no fitness-ad voice — the reflective strip is a visual argument, so the work lets it be one.
Campaign posters — the same system pushed loud for launch moments.
The constraint that shaped most of it: shoots were male-only and neck-down. No faces to carry a post, no expression to fall back on. So the composition, the type, and the crop had to do the work — which is what made the system portable enough to keep running month after month.
.the feed
