In their own words
Their branding was quite conservative and didn’t really stand out in an increasingly cluttered market.
All the elements we created for the brand, from the mark to the palette to the photography, all backed into and stemmed from this ethos of movement, performance and innovation.
The Thorlo wordmark feels monumental, active and timeless all at once. It’s strong, bold and uniquely ownable to Thorlo.
The initial disruption actually gave us the freedom to act on ideas.
She brings in a fresh perspective and isn’t afraid to take risks.
Being able to step outside and be surrounded by nature is both inspiring and restorative.
We felt that the copper foil provided a nice contrast to the multi-textured matte papers we used for the printed pieces.
Articles & interviews5
- "Human After All Reveals Secrets to People-First Creative Agency Success"
The Brand Identity interviews Human After All’s co-founders Danny Miller, Ailsa Caine, and Rob Longworth about their people-first creative philosophy, editorial roots, and evolving practice. The discussion covers their work with major clients like Google, Meta, and Greenpeace, their upcoming Gen Z research report, and their commitment to mentoring and supporting young creatives. The studio emphasizes communication, collaboration, and curiosity as the foundation of their long-term success.
- "Thorlo's Bold Rebrand Proclaims Socks as Iconic"
High Tide has rebranded American sock manufacturer Thorlo, emphasizing its 40-year legacy and engineering-led innovation. The new identity centers on the concept of 'movement,' featuring a bold custom wordmark, modern typography, and archival imagery to balance heritage with contemporary confidence.
- Danny Miller on High Tide’s ‘Design Director in Residency’ programme and the value of mentorship