For 50 years, flame-resistant (FR) apparel has had a massive problem. Its excessive mass. Making these bulky, OSHA-mandated barriers downright miserable to wear. As the world’s leading FR manufacturer, Bulwark had an inspired idea. Partner with global innovations leader, Milliken, and develop an entirely new FR chemistry that could be applied to activewear fabrics so that protective apparel could feel, breathe, move and even look like the most advanced, Under Armour-like performance wear. Without compromising FR protection. Our job was to help the Bulwark iQ Series® become a brand: From name and identity, to launch film, to trade show experience, to website, to sales app, to branded content and 1:1 marketing.