Offline by Aerie
I was tasked with designing the logo for Aerie’s athletic wear line, Offline, a brand centered on helping people step away from the constant scroll and discover movement in whatever way feels natural. Offline celebrates real bodies and real moments, which has always been core to Aerie. The logo grew from the idea of a simple spark of energy that feels clean, approachable, and honest. The hand painted streak added a second burst of energy, bringing a sense of movement and making the brand feel more real and expressive.
You can see the branding throughout the line, from product to in store moments to the way it shows up online and on social. Sustainability was also part of the thinking from the start, with tags and labels created from recycled materials and FSC certified paper to support Aerie’s commitment to doing better for the planet.
The Process
The identity started with hands on exploration. I sketched the logo to see what felt the most dynamic, then painted streaks to capture the right energy and sense of movement. I refined the forms so the mark could also stand alone cleanly on clothing, and finalized everything digitally while keeping the organic feel that fit the spirit of Offline.
