With so many gloves overheating the outdoor industry, lifestyle branding helps position this startup as something more than just gloves that free your fingers.


FRDM is a lifestyle glove brand the caters to outdoor enthusiasts who need quick access to their hands and fingers. We were hired to develop a brand platform and find a brand name that would appeal to outdoor brand enthusiasts. Following our process, we selected the name “FRDM” as it aligned perfectly with the needs of their audience.  It also aligned with the brand’s promise: to provide maximum accessibility to your hands with style, protection and warmth.

Next up, we dialed in their brand identity system. The foundation of the identity is an inverted logo with an “F” icon and text that is always knocked out to allow the background to show through. When overlaid on lifestyle photography, the color, feeling, and emotion provided by the photos are experienced through the lens of the “FRDM” logo or “F” icon.

We designed an identity style guide, complete with brand colors, fonts, textures, and a specific photographic style.

FRDM Gloves logo exploration

Final Logo

FRDM logo
FRDM Gloves color palette by Album Agency


Up next: epic lifestyle imagery and an artsy brand video to bring the story to life. After a full 2-day shoot outside of Mammoth Lakes, we had everything needed to launch on Kickstarter.

After the project was successfully funded and branded in late 2017, we designed, built and launched a website.  The completed responsive e-commerce website included activity-based landing pages to enhance the user experience. We then developed all the collateral, consulted on the unboxing experience, and jumpstarted their social media presence.

Since then, they’ve enjoyed steady brand growth.  They continue to introduce new gloves that their customers can’t stop talking about.

FRDM Gloves website screenshot
FRDM Gloves collateral design
FRDM Gloves bifold layout