SA1NT was born from the belief that motorcycle riders shouldn’t have to compromise safety for style. The reputation of SA1NT was built from world-first fabric innovations coupled with iconic brand imagery harnessing the best moto photographers in the world. After the launch of SA1NT's new workwear range, the communication design of both collections began to drift apart. This needed to change, not only for brand alignment and growth but also sales growth. Our mission was the refine and align SA1NT's visual identity to appeal to both the motorcycle market and workwear market. SA1NT’s motowear photography is packed with adrenaline, so the workwear imagery couldn’t be your standard model in a yellow hard hat. We captured real tradespeople, on trade sites, wearing the clothes as intended. We celebrated the same authenticity, resilience, and excitement as our motowear imagery. Typography was key to the alignment of the identity. A typeface was selected that looked strong and aesthetically evoked the brand DNA. This appealed to our customer base in both markets. The website redesign created harmony and for the first time saw the two collections sit beside each other. This has seen a significant increase in customers purchasing from both collections in the one online transaction.