A woman with light brown hair and fair skin wearing a white t-shirt, posing with her left arm raised and her hand resting on her head, standing against a plain light gray background with the word 'Numi' in large white letters.

NUMI: Stay Dry. Stay Confident.

NUMI is a Canadian apparel brand specializing in innovative, sweat-proof clothing designed to keep women feeling fresh and confident throughout the day. Founded in 2013 by Michelle Shemilt, NUMI was born out of her personal need for an undershirt that could protect delicate fabrics from sweat stains and reduce the frequency of dry cleaning.

  • NUMI is a women’s apparel brand specializing in sweat-proof, sustainable basics designed to elevate everyday confidence.

  • Led brand strategy, personality profiling, and art direction to refine NUMI’s identity and align its visual presence with its technical innovation and eco-conscious ethos.

  • NUMI needed a more emotionally resonant brand identity to differentiate itself in a crowded apparel market while communicating its functional value and premium positioning.

  • Developed a clear brand persona rooted in elegance, comfort, and quiet confidence—translating this into updated messaging, a refined visual language, and cohesive art direction across channels.

  • Strengthened brand clarity and customer connection, driving increased engagement, media features, and continued loyalty among a fast-growing audience of over 100,000 customers.

Split image showing a woman with dark hair wearing a black shirt on the right side, and her silhouette in shadow on the left side.
Close-up of wet black fabric with water droplets on it.
Back view of a woman with dark hair wearing a light pink top, showing a reversible neckline on her shoulder with a label pointing to it.
A display of five women's V-neck T-shirts in black, truffle, toffee, almond, and white, arranged in a fan shape.
Side view of a woman wearing a beige shirt, highlighting absorbent underarm shields on her upper arm with a label pointing to them.
A young woman with dark hair, fair skin, and wearing a beige top with a round neckline and small gold hoop earrings, looking slightly to the right with a soft smile.
A person lifting a beige shirt to reveal a beige camisole underneath. The camisole has the brand name 'Numi' printed on it. The background is a solid, light beige color.
A woman wearing a beige top with feminine lace trim on the neckline and sleeves, standing against a plain background.
A woman in a beige top is showing her upper arm, with text indicating absorbent underarm shields.
Comparison chart showing a beige Numi undershirt on the left and a white T-shirt labeled 'Other Shirts' on the right.
A woman with dark hair and earrings, posing with her arms raised and hands behind her head, wearing a sheer beige top.