Walt & Finn


Building a clothing brand that boys—and moms—love



The Problem: In the world of boys fashion, there’s a significant lack of stylish, durable, and comfortable clothing options for boys ages 6-13. The client started a fashion line that meets this need, but there was no clear brand direction or identity.

What We Did: We began the brand identity process by conducting research that helped us identify the brand’s target audience and develop an overarching narrative. Guided by our findings, we presented a dozen name, mark, and tag combinations to the client, who landed on our top suggestion: Walt & Finn, an identity that captured a nostalgic vision of boyhood—full of adventure, risk, and discovery.

To connect today’s styles and this timeless narrative, we created a visual language that paired modern typography and color palettes with old school photography and vintage illustrations. With the visual and narrative direction locked in, we built out a brand identity and guidelines document to help the client implement the Walt & Finn brand across all channels.