Shortly after the Assembly rebrand was complete, we shifted our focus to externalizing our new positioning. My goal is to always keep Assembly’s messaging relatable yet provocative. I designed a hoodie that places our unique point-of-view front and center while using our brand as a vehicle for that message. The hoodie appealed to our younger employee demographic by adopting minimal and trendy design elements. Employees who received the secret password were directed to the Assembly Marketplace website to order their limited edition hoodie. Within days, employees received their hoodies which went on to became a big conservation starter both within and outside the office.