HideAMask
From KICKSTARTER to Shopify & beyond
The founders of HideAMask needed a brand around their product:
A baseball hat with a drop-down mask.
As the brand’s creative director, my role was to build a narrative around the product to establish the brand identity, design graphics that illustrate the product’s function and use case, then create the KICKSTARTER campaign.
The project was fully funded within 48 hours and achieved 400% funding in total.
Following the campaign’s success, I built the online store and utilized my skills in fashion design to design products for their expanded collection, including the packaging.
Below is a collection of the assets I created while working for HideAMask.
➝ view the website here
Brand Direction
A Healthy Habit
The brand’s direction was created to embody HideAMask as an essential part of a healthy lifestyle.
All Day Comfort
The ear-free design is emphasized as a core feature promoting longer use to encourage getting outdoors after lockdown while staying safe.
Breathing Room
A clever tagline to sums up the unique minimal contact design that keeps the mask from touching the mouth when worn.
Custom Branding
Private branding catering to business owners is showcased as a core service offering.
Project Timeline
Rewards Tailored to Individuals & Businesses
Timeless and Intuitive Packaging
The packaging leverages it’s KICKSTARTER campaign’s success without overcrowding. The high-contrast palette and bold text achieves high visibility from afar, while the curves of the cap are accentuated to guide the eye to the rear label for a pictorial instruction.
Iteration #1
Iteration #2
Iteration #3
Final Retail Packaging
Collection Expansion
Following the launch and early success of the KICKSTARTER campaign, I was tasked with the research and design of a new collection of HideAMask hats to broaden the brand’s product offerings.
Data-driven, Customer-centric Designs.
A customer analysis revealed that most purchases came from New York, California, Florida, Texas, and South Carolina. During this time, the US was on a mandatory lockdown, so we saw an opportunity to leverage the stay-at-home policy to promote a sense of solidarity and state pride. We developed state & American flag edition HideAMasks and launched them during the KICKSTARTER campaign as part of the Premium Collection at a higher price-point with great success.
Further Expansion
Due to the success of the Premium Collection, we decided to expand the lineup further to include visors as an extension of the Essential Collection, since the majority of our customers are located in warm weather areas.
Shopify and Beyond
With a successful campaign under our belt, I designed the brand’s retail website. We used Shopify for its renowned strengths and simplicity of use. We kept it simple, clear, and informative. Below are the screens I designed for the website.