Nature, Movement, and Stability

Parallel to the work with Plateau, we created Yama, a sister brand with the same sustainable foundation but a completely different energy. Yama lives in the space between fashion and function. Designed for people who move from mountain trails to city streets, its products are made for layering, adapting and living actively.

We were tasked with building the full brand identity from scratch: strategy, design, tone, film, and digital presence. Like Plateau, Yama launched before the physical products were ready. Our job was to build emotion and anticipation through story, not stock.

Yama needed to balance two worlds: the credibility of performance wear and the style confidence of modern fashion. Too technical, and it would lose its lifestyle appeal. Too aesthetic, and it would lose authenticity. With no garments yet in production, we had to translate a philosophy of movement, functionality and simplicity into an engaging brand experience. The visual language needed to feel active and alive, without falling into the clichés of outdoor marketing.

To tackle this challenge, we facilitated an insight-driven workshop to define Yama’s emotional core: freedom of movement, connection to nature and adaptability in design. This foundation guided the creation of a brand identity infused with momentum, reflected in typography, colours and subtle motion design.

To emphasise activity, we chose film over photography, using light and rhythm to express texture and versatility. Every frame was designed to convey the product before it existed. A dedicated Sanity landing page introduced the brand and teased future releases. Supported by a tailored social media launch, Yama entered the market not just as a brand, but as a mindset.