Twelve
Twelve is the creative force behind some of the world’s most sought-after merchandise for today’s most iconic brands. But like many studios, their own brand had taken a backseat. They came to us with a challenge: how do you brand a business that does everything, from luxury packaging to mass-scale merch, for some of the most recognizable names in the world? Our answer started with a single strategic line: Made Possible by Twelve. More than a tagline, it became the foundation for everything that followed.
We built a dynamic identity system around it: a logo that morphs like their work, a color palette as expansive as their capabilities, art direction that celebrates the wonderful world of merch, and a voice that’s sharp and unmistakably Twelve.
Art direction became a major pillar of the rebrand, built to flex with all the stories Twelve needs to tell. We strategically built content buckets to cover every angle of the brand, from behind-the-scenes studio moments to polished, product photography. The system gives their team a scalable way to showcase both process and product, and the tools to build an ever-evolving content universe that captures the energy of Twelve.
The website brings everything together in an editorial experience that showcases the full depth of Twelve’s capabilities. Since launch, Twelve has seen its best revenue year to date, a 50% increase in inbound inquiries, with a brand that finally matches the ambition of the business.
Messaging: Gus Esselstyn / Photography: Dylan Nelson / Development: Heavy