LIFEING

Lifeing is a wellness and fashion brand founded by Miles Nazaire. What began as a community of like-minded individuals running 5km loops around Battersea Park has grown into a unique brand that hosts events and creates clothing. Each garment is thoughtfully designed to make wearers feel proud to represent a community that embodies Lifeing's core values of wellness and connection. With Lifeing, Miles Nazaire is on a mission to inspire healthier lifestyles and bridge the gap between sport and fashion, combining functionality with modern design.

BRAND CONCEPT

We thoroughly enjoyed collaborating with Miles Nazaire on this branding project. Being part of the community ourselves, we were deeply inspired by the brand’s values and the sense of connection it creates. Our creative process began with considering how the community makes people feel. We brainstormed ways to reflect these emotions in the logo suite, focusing on motion to symbolise activity and the run clubs. This led us to experiment with the dots on the “i’s,” linking the design to both movement and connection. Additionally, the brand’s motto, “Life is Lifeing,” inspired us to embrace imperfection as part of life’s journey. This concept influenced our decision to tilt elements in the wordmark, adding a dynamic and relatable touch. Finally, we refined specific letterforms to achieve a cleaner, more polished design.