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.