The central principles of innovation and timelessness formed the basis of Camilla and Marc's new sportswear line. Working directly with the founders Camilla Freeman-Topper and Marc Freeman M35 developed a new sports identity system that centred around a responsive word mark that can change its orientation and configuration to match the spacial dimensions of whichever item it is applied to.

The word mark utilises a contemporary, customised san-serif typeface that links with the iconic old C&M logo but moves it into a more contemporary space. The rotation of the type inside the mark creates a hierarchy in the typography meaning the C&M is read first, pushing the Camilla and Mark into a secondary, supporting role, despite being set at the same size and weight as the C&M.

For the launch of the new brand M35 also collaborated with the Camilla and Marc internal design team to develop the Future Now launch campaign. This project explores and celebrates what’s next through the lens of 12 inspiring women, coming together to imagine an ideal future.