Project
Details
In partnership with the founders of YesTheory — one of the most culturally influential YouTube collectives with over 9M subscribers — we helped launch Seek Discomfort, a narrative-led lifestyle brand designed to embody the ethos of growth through discomfort. The brand’s purpose wasn’t to sell products — it was to spark a movement, something wearable and emotionally charged that would empower a global community to stretch beyond their comfort zones. Our role went far beyond design. From early-stage concepting and identity development to Shopify implementation, campaign support, and digital infrastructure, we acted as both thought partner and builder. We worked closely with the YesTheory team to translate an abstract philosophy into a living brand system — one that could be felt, worn, and carried forward by millions.
Challenge
Translate a community ethos — “Seek Discomfort” — into a brand system with emotional depth, visual clarity, and the infrastructure to support a global movement.
Goal
Create a launch-ready identity and product line rooted in narrative — built to scale independently while preserving the philosophy and voice of YesTheory.
Result
A globally recognized brand with a loyal community. The mark is now worn, tattooed, and shared across millions.
