The Phluid Project

A Gen Z brand to challenge social norms

The Phluid Project set out to create the world’s first gender-free retail experience. More than just a clothing brand, Phluid offers a community space, hosted events and a ‘raised voice’ to put an end to the fashion gender binary.

To get to a resonant market position, we discerned the mindsets of the Gen Z and Millennial audiences, distilling the founder Rob Smith’s vision into a brand purpose statement to challenge boundaries with humanity and a position of inclusive activism. This set the foundation to craft an expressive brand identity bringing together many stripes of non-conforming youth culture under one celebratory banner.

Making a purposeful statement

Through a collaborative workshop, we crafted a statement to embody the essence of the brand and set the tone for all future work.

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Making a stand and a declaration

More than just a mission statement, we wrote the manifesto as a bold declaration of what The Phluid Project stands for in the world—the brand’s beliefs, intentions, and vision.

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Bringing fluidity to life

The Phluid Project logo embodies the progressive, forward movement of the brand. It reflects a spirit of freedom and fluidity of its audience, allowing it to be represented in differrent and unique expressions of styles while maintaining an overall consistency of form and recognition.

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Phluid Storefront Window Display
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—Rob Smith, Founder & CEO

“Working with 214 was an absolute joy. This is a truly special place full of vibrant and talented people. The full team was engaged in every step of the journey and went on to exceed expectations.”