Levi's had a major branding shift in the Fall of 2009. They moved away from being a relatively safe denim company, and really went back to their roots as pioneers and trendsetters. The result is the Go Forth campaign. With the downturn of the economy Levi's realized that a strong outward brand message would be the best way to revive themselves.

To translate that on levi.com, we brought in more texture, hand drawn type, distressed elements, and generally created a looser design aesthetic to work together with the Go Forth style.