A woman with shoulder-length light brown hair and blue eyes, wearing a white t-shirt, poses with her right arm raised, touching the back of her head, in front of a gray background with the word 'Numi' written 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.

Comparison of a silhouetted side profile of a woman on the left and a woman with fair skin and dark hair on the right, highlighting the armpit area with a dotted circle.
Close-up of dark fabric with water droplets on the surface.
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.
Stacked women's V-neck T-shirts in black, truffle, toffee, almond, and white colors with labels.
A woman wearing a beige shirt with a label pointing to her upper arm that reads 'Absorbent Underarm Shields'.
A woman with dark hair and earrings, wearing a beige top, smiling softly, against a plain background.
A person is lifting their beige top to reveal a beige undershirt with the word 'Numi' printed on it, and the background is light beige.
A woman wearing a beige top with feminine lace trim near the neckline, standing against a plain background.
A woman wearing a beige, sheer, short-sleeved top. There is text on the image that reads 'Absorbent Underarm Shields.'
Comparison of a beige numi undershirt and a white T-shirt labeled 'Other Shirts'
A woman with dark hair and fair skin is posing with one arm raised above her head, wearing a beige, semi-sheer top.