The Future of Fabric.
Celys is a compostable performance fibre developed in China and Australia. With growing momentum, the brand reinvested in its identity to springboard into European and North American markets. I was brought in to lead the creative direction, delivering a full identity system, brand guidelines, art direction, and spatial design to position their brand as a global textile innovator.
Stitching It All Together.
The logo was off-limits due to global trademark registration, So I reinterpreted its radial motif (symbolising biodegradation through fragmenting blocks) into bold geometric masks and sleek graphic strands to represent fibres. This created a clean and flexible visual system that could be applied across every brand touchpoint: from stationery and web to trade booths, vehicles, and beyond.
Spinning a Yarn Online.
Working with 3D artists at Motto, I scripted and art-directed the product video, the visual narrative brought the fibre’s biodegradation to life. Flowing fabric morphs to represent product features and elegantly disintegrates, reflecting the core scientific principle behind the material. The video became a core brand asset, carried through into a clean, modular website design with clean scientific cues and bento-box structure. Social templates and asset systems ensured consistency across launch comms and ongoing digital content.
Touchpoints That Matter.
The brand’s printed literature focused on tactility for a premium feel, swatch books allowed readers to experience fabric textures directly and stitch-bound brochures were an apt nod to the product fibres. Quality materials deliver a premium feel reinforcing the sensory quality of the fibre, upon which contemporary layouts convey an innovative, scientific approach to sustainability.
Swatch & Learn.
I designed the full trade presence for CELYS™, from modular booths and printed collateral to swatch displays and fabric showcases. The stands balanced a clinical, tech-forward confidence with warmth and material tactility. Every detail, from display furniture to fabric hanging systems, was crafted to let the fibre speak for itself and position CELYS™ as a serious textile innovator.
Similar projects
