shatterpoint

SHATTERPOINT is a brand stretch concept for JW Anderson proposing a permanent rage room experience near their Soho flagship. Here, customers smash ceramic sculptures of the brand's iconic bags while wearing custom monogrammed protective gear. I developed the full identity from concept to execution, including the positioning, brand story, visual identity, color palette, typography, imagery direction, and a phased social media launch strategy across Instagram and TikTok. The idea came from recognising that JW Anderson is built on discomfort and boundary-breaking statements. This lead to the understanding that expressing rage could be a form self-care. This felt like a natural extension of JW Andersons existing ethos. This project taught me that the best brand thinking doesn't invent something new out of nowhere, it finds what's already true about a brand and follows it somewhere nobody else has gone yet.