New Look required their new brand book and guidelines to become much more user-friendly and 'real' tools for the business, redefining and eliminating elements that didn’t serve them. Creating a small team to work on a very tight deadline, we focused on brand and seasonal colours, logo, brand pattern, fonts, image use, and promotions. We supplied a toolkit of parts for the creative teams to use and improved daily practice to save time for creativity, and strengthen brand awareness. Working closely with the internal team to ensure the design and process was fully understood and adopted.www.newlook.com
CREATIVE DIRECTION • BRANDING • DESIGN
Producing a clear and comprehensive photographic hierarchy for New Look. Taking all image content and creating rules and structure across-category in a tiered system, making everything connect together, producing brand cohesion. Each image encapsulates the brand's values and personality. Becoming a tool and brand guardian for all teams (internal and external) producing creative content. Consistently building strong brand awareness and more ownable content across all touchpoints.