Fashion, Retail & Performance Brand Experience
From global sportswear icons to digitally native retail disruptors.
Tank has shaped brand and experience systems for companies operating at the intersection of performance, lifestyle, and commerce. We create brand strategy, visual identity, campaigns, and digital experiences that turn cultural energy into measurable growth — across fashion, retail, and performance-driven markets.
These aren’t just campaigns. They’re ecosystems — built to scale from advertising to e-commerce, from product storytelling to retail environments.
Puma
Blending performance and lifestyle at global scale.
For Puma, Tank developed visual language and campaign systems that fused sport and culture. From the “I’m Going” campaign featuring Bill T. Jones/Arnie Zane Dance Company to Black Label positioning and retail executions, the work translated athletic energy into global brand expression across advertising, point-of-sale, retail, and digital touchpoints.
Garnet Hill
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Legacy catalog to modern online retailer
For Garnet Hill, Tank redesigned the retailer’s ecommerce experience to reflect the quality, craftsmanship, and heritage that have defined the brand since the 1970s. Tackling the transition from legacy catalog to modern online retailer, we developed a refined digital experience rooted in Garnet Hill’s core strengths — natural fibers, product quality, and effortless style. Our work included content strategy, visual and interaction design, UX research, an expanded design system, and front-end development to create a cohesive, accessible, and highly navigable site that feels both elevated and intuitive for shoppers.
The project balanced brand storytelling with commerce, improving findability through updated site architecture while surfacing rich product detail and visual language that enhanced the overall shopping experience. By marrying design systems with thoughtful experience principles, Tank delivered an ecommerce platform that supports conversion, strengthens brand presence, and equips Garnet Hill for future growth.
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Spanning the Spectrum of Modern Retail.
Tank has shaped retail brands at both ends of the market — from digitally native fashion platforms to performance-driven apparel built for the job site. For Rue La La, we created the name, brand identity, and e-commerce experience, transforming SmartBargains into a curated, members-only fashion destination. The platform scaled to more than 20 million members and helped power the formation of Rue Gilt Groupe — a clear example of how strong retail brand naming, identity systems, and UX design can drive digital commerce growth.
For 1620 Workwear, we built a bold, performance-led brand system designed for durability, authenticity, and direct-to-consumer impact. The work positioned 1620 as a premium, American-made alternative in the workwear category — merging industrial credibility with modern apparel brand identity design. In both cases, Tank developed scalable brand foundations that move seamlessly from strategy to product storytelling to digital retail platform execution.
Reebok
Elevating product through design precision.
Tank collaborated with Reebok to create product-driven storytelling systems that highlighted innovation, form, and performance detail. The work sharpened brand clarity across product launches, visual merchandising, and digital presentation — reinforcing Reebok’s credibility in competitive athletic markets.
Cole Haan
Design as method. Product as hero.
Tank partnered closely with Cole Haan’s internal team to shape the art direction and design framework across a significant portion of the brand’s catalog portfolio. Together, we established a disciplined visual system that brought clarity and cohesion to seasonal product presentations. Our shared focus was on structure over ornament — using composition, typography, and photography direction to create space for product to lead with confidence and refinement.
The result was a catalog platform defined by precision and consistency — elevating footwear through restraint and clarity, while reinforcing Cole Haan’s balance of heritage craftsmanship and modern performance innovation. In this work, design functioned not as embellishment, but as the method for expressing the brand at its most essential.
Camouflage Magazine
Shoes as obsession. A Study in form and identity.
Camouflage: NO1 – The Shoe Issue was the inaugural edition of a design-led fashion magazine conceived and produced by Tank. Created for Fall/Winter 2008/2009, the issue explored footwear as object, obsession, and cultural artifact — blending high-fashion photography, conceptual illustration, editorial interviews, and curated product spreads into a cohesive visual statement. The magazine balanced restraint and attitude: bold typographic hierarchy, disciplined layouts, and sculptural product compositions that elevated shoes beyond merchandise into icons of craft and identity.
More than a catalog or trend report, Camouflage was an exercise in editorial design and visual curation. Featuring contributors from the worlds of fashion, art, and culture, the publication positioned footwear at the center of aesthetic dialogue — from expressive illustrated spreads to intimate interviews with designers and tastemakers. The result was a refined, art-forward print experience that demonstrated Tank’s ability to operate not only as brand designers, but as cultural editors and storytellers within the fashion space.