United Brand Identity & System Design
United Associates, a US-based manufacturer of military uniforms, required a comprehensive rebrand to unify its identity and support consistent communication across products, packaging, and digital platforms.
In collaboration with Josh Silverman, Schwadesign founder and creative director, Jesse Hernandez helped develop United's brand identity and visual system alongside a multidisciplinary team that included a writer, a digital designer, a product photographer, and project manager. The resulting system established a cohesive and scalable visual and verbal language across products, packaging, and digital media. Its photographic direction combined product imagery with a curated collection of real-world active-duty military photography, grounding the brand in authentic environments and experiences.