Power(S)
Creative Direction Brand Strategy
Identity & Logo Design
The Brief
Power(s) is a lifestyle brand founded by actor and creative Keith Powers, born from his desire to build something lasting—both in fashion and in legacy. Keith approached us with the vision to develop a brand that seamlessly blended edgy streetwear with elevated design, while also laying the groundwork for a family-rooted business that could evolve over time. The challenge was to craft an identity that felt both community-minded and culturally resonant.
The Design Outcomes
The Power(s) identity centers on a blackletter-inspired wordmark, paying homage to traditional typographic styles while asserting a modern presence. The heart icon—featuring two hands forming a heart embodies the brand’s ethos of strength, care, and connectedness. This duality between hard and soft is echoed in the overall aesthetic: gritty yet refined, minimal yet expressive. Powers now stands positioned as a legacy brand with heart—anchored in Black family, vision, and future expansion.
