Branding and creative direction
As creative director and brand designer, I had the opportunity to build this brand from the ground up - starting with strategy and naming, all the way through to visual identity, application and execution. This project reflects a holistic approach to brand creation, where every element was designed with intention to ensure consistency, clarity and emotional resonance with the target audience.
I developed a cohesive identity that not only communicates the brand’s core values, but also sets it apart in a competitive landscape - built to resonate with athletes who live for the extremes.
Creative Direction / Branding / Web Design / Illustrating / Content Creation / Storytelling / Clothing Design / Event Design
Journey Recap
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The company has been sold and transferred. Officially closing this chapter.
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Proud of financial and creative goals that were met during the first operating years, yet I decided to take a step back while Bob Ibe, my brother, took over the majority of processes this year.
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We went back to content projects in combination with storytelling involving the community. Storytelling from and with community members, as well as sharing the story that we linked to creations to be found on the clothing that are always linked to the vision. This resulted in very inspiring and meaningful video’s.
After our first event build around skating, we decide to host our second event around snowboarding. This event was organized in collaboration with Burton, who sponsored a lot of goodies for give-aways during the jamsessions as part of the event.
The first official RHYFF labeled items came in and that opened up new and more collaborations with stores.
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We found a matching manufacturer, which allowed us to dive even further into actual clothing design. At this stage, we started to move from merchandise items towards clothing brand communicating a message.
During this year we hit several milestones: we hosted our first event for branding and community building, the theme was the extreme sport skating. We co-created designs with local artists and collaborated with the first three stores for sales.
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We focused more on designs for clothing and new ways to communicate, express and visualize our vision. The core of the vision, that freedom can be found in the purchase of your passion, was earlier linked to my personal passion for creating lens-based visuals and storytelling to inspire others with this vision.
Besides the both of us have a passion for snowboarding and surfing, we also found a clear connection in the existing vision and lifestyle from extreme sporters. During this year we started to involve more people who are strongly passionated about an extreme sport or form of art. We started to build a community of people who shared the same vision as RYHFF.
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A foundation with a strong vision was set. However, the goal to turn RYHFF into a company requires a revenue model. This is where my business partner and brother, Bob Ibe, came in as well.
Without know at this time, a first step towards RYHFF as clothing brand was made through the addition of merchandise. The end of this year we officially registered as company.
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As part of my study International Leisure Managment at the Universiy of Breda, I followed the minor Entrepreneurship. I was more than excited to start this course, already years before a daydreamed about creating something out of nothing.
At this time I was very passionate about visual creation through lens. Besides I felt the strong desire to create with a purpose. This resulted in a lot of brainstorm sessions. I found what I was looking for…
RYHFF, the name under which I would set up photoshoots and connect visuals with storytelling to inspire and motivate others. RYHFF is an acronym for Raise Your Hands For Freedom. At this stage RYHFF was a project, not yet a company. The first version of the website was a blog page, more details regardig design and process can be found in responsive web design.
Social Media
& Content Creation
Purpose of social media for RYHFF as brand is to build, connect and communicate with the community. Through visuals and text the brand vision, lifestyle, events, updates and new products are communicated. Each of these “pillars” are planned and shared in balance.
A great example of brand communication on social media is through the Eye-Am Videoproject. This project was set-up to be executed in co-creation with community members.
Starting with further background information about RYHFF, which is an acronym for Raise Your Hand For Freedom. The vision along the name of the brand is that you will find freedom, when you have the courage to chase your heart and that what you’re passionated about. To niche down, the focus remains on extreme sports and forms of art.
The goal of the Eye-Am Videoproject:
Communicate what freedom means to you and when you personally feel it.
Show visuals that support the story you communicate (while wearing the RYHFF Eye Am Jacket).
The end-results turned into inspiring stories that received positive feedback and increased brand awareness. These stories brought a deep (emotional) connection between the brand, the participating community member and existing and future community members. Additionally, specific RYHFF products got highlighted. The deeper meaning behind designs received better understanding and therefore a stronger ability to emotionally connect with.
The overall playful style which is part of RYHFF can be recognized in many elements. The creation of content is mostly self-made and edited. Programs used to finalize visualizations contain Keynote, Illustrator, Photoshop, Lightroom, After Effects and Figma.
Events
RYHFF #OnTheBlock
RYHFF highly values the importance of offline human connection, this is perceived as important ingredient in the journey towards freedom. In order to support the community on their path RYHFF #OnTheBlock was organized. RYHFF focuses on extreme sports and forms of art, therefore the goal for events are to link the main activity towards one of these passions. The theme of the first event was chosen to be skate and bike. The event took place in an outdoor skatepark. Thought the day people could participate in activities, enjoy music, food and drinks. A stand was set-up fully branded in RYHFF style, this was also the place to view and purchase products.
Burton x RYHFF Jamsession
One year later another RYHFF event had been organized in the indoor skihal Snowworld Landgraaf. We changed the location from the outdoor skatepark to the indoor fridge, and the focus from the skate and bike sport to freestyle snowboarding and skiing. The event was organized in collaboration with Burton, who provided loads of goodies, plus two brand new snowboards for winners of the best trick.
The fist edition of Burton x RYHFF jamsession happend the 19th of august 2023. There were three sessions in the funpark: cash for tricks, goodies for tricks and best trick with to chance to win a snowboard. Outside a branded RYHFF stand was set-up as main gather point, where as well products could be purchased and viewed.
Promo
Event promo video for the Burton x RYHFF Jamsession August 19, 2023 @ Snowworld Landgraaf, The Netherlands. Riders: Bob Ibe and Bas Coenengracht. Videography by Halux Visions and Jannes Hoffmann. Edit by Janice Ibe.
Illustrations
Clothing
Products from RYHFF are clothing items. There is a variation of shirts, hoodies, sweaters, shorts, jackets and blouses. Additionally, the design work for these items vary too. In cases of the shirts, sweaters and hoodies the focus lays on the print for rather basic clothing items. Whereas other clothing items, such as the RYHFF All Season Adventure Jacket, RYHFF x Bea Polo and RYHFF x Bea Teddy Fleece have a custom design and style.
All items are designed in combination with storytelling, in order to provide deeper meaning and connection behind the items, which is aligned with the overal vision of RYHFF. The products are tailored for extreme sporters such as snowboarding and mountainbiking, for example by means of the addition of mountain pass pocket in the All Season Adventure Jacket.
RYHFF x bea Collaboration
The RYHFF x Bea collection is part of a co-creation with local artist Bea Vossen. Her artwork is a language everyone can understand. It’s pure freedom. You can find your own reflection in her art. The making of Bea’s art is a process that starts in her heart, that slowly moves towards the canvas. Her work is a flow of thoughts, impressions, associations and emotions. By painting layer on layer, a beautiful blend of colors and and shapes arise. The final results and her way of working is exactly in line with the vision of RYHFF. Combining Bea’s art with subtile RYHFF “style” additions, resulted in powerful designs. So far six shirts were launched with different pieces of Bea’s artwork, one polosweater and one teddy fleece.
RYHFF x BEA Polo Sweater Black
Created and executed by Janice Catherina, (brand) designer who helps businesses transform ideas into authentic identities. She is often inspired by elements of nature and music. Would you like to know more or a project in mind? Let’s connect!