WE Fashion
Blue Ridge Identity

Brand strategy & concept
Creative direction
Art direction photography

Identity design - Joachim Baan
Photography - Philippe Vogelenzang
Stills - Wes Cremer
Copy - Emma Vans-Colina

Challenge

The challenge was to shift the Blue Ridge denim label of WE Fashion into a strong denim brand with it’s own clear identity. 

Solution

Based on the modern and clean signature of WE Fashion, We positioned Blue Ridge as the modern metropolitan denim brand with a dressed up signature: "DRESS CODE DENIM". Inspired by the Blue Ridge Mountains, we added a neon blue colour to add modernity and create standout to all brand expressions.

I was responsible for the strategy, concept, directing the internal and external design teams and art directing the photography.