Life is Good

The iconic apparel brand Life is Good has been known by its even more iconic stick figure logo for decades. But they’ve always stood for so much more than that smiley sketch.

So when the time came for Life is Good’s first-ever rebrand, it was up to us to help them introduce it to the world in a way that felt true to the brand’s heart — to highlight the signature optimism they’ve always been rooted in. They gave us a lot to work with: Bert and John Jacobs, the brand’s founders, their heartfelt ode to their mother, Joan (the woman who inspired it all!), and a collection of family photographs from decades past.

It’s Joan’s imagination, recalled through the brothers’ memories, that unlocked the new brand identity, so we filmed the brothers in a pared-back set at Life is Good HQ that felt unvarnished and authentic. Then we layered in a scrapbook-like animated world to hero the photography, accented with iconic brand ephemera from then and now.

The result? A fresh new look at the brand — one that pulls fans even closer to the story they’ve always loved.