LionBlood was "born in blood" of a fashion entrepreneur from Detroit, MI, and former Detroit Lion's Wide Reciever, Nate Burleson. The immediate success of the company was also its flaw - The Detroit Lions. 

Long story short, the brand's momentum came to a crippling decline after a few short years as it was looking to the Detroit Lions fans for loyalty. And since the NFL team has a long history of ups and many, many downs, the brand had difficulty finding rhythm. 

To find a bigger purpose for the brand, we developed a new brand character called the King of the Jungle - a bold, confident, unwavering, and powerful. The King of the Jungle gave the clothing company a voice to speak to a bigger audience: athletes and competitors. No longer subjected to cater to the Detroit Lions.

The initial brand "teaser" was enough to refuel the owners with the passion they once envisioned for the company. The creative team and I worked on the logo, website, social, and merch collections to bring the loud tenacious King of the Jungle to the masses via the roaring LionBlood brand.