Project
WE Fashion
Brand Identity

Expertise
Brand strategy 
Creative direction
Art direction photography

Collaboration
Identity design in collaboration with
Denis Begin and Bradley Wajcman
Copy – Simone McKenzie
Photography – Marc de Groot

Challenge

Established in 1962, WE Fashion is an international fashion retail company with 230 stores in Europe. The challenge was to transform the grey, cluttered and dated visual appearance of WE Fashion, into a confident, fresh and cohesive look and feel.

Solution

Starting with a design audit and a subtle logo evolution, I developed a visual identity direction that reflects the brand’s Northern European point of view in it's simplicity and refinement. I created a flexible design system to ensure a cohesive and dynamic translation to all brand touch points. First I applied this new visual direction onto the product branding and the in-store communication tools, together with the internal design teams. Next step was to brief and direct internal and external partners like retail, online and advertising agencies to implement this new visual direction to the retail architecture, online environment, advertising campaigns and all internal communication tools. I developed a digital style guide as guidance.

I was the initiator of the Visual Identity Project and responsible for the strategy and directing the internal and external design teams, art directing the photography and internal communication.

Brand & Design Audit

Brand platform & architecture

Visual and verbal direction setting

Visual identity implementation

Brand Experience Playbook

Visual Identity Guidelines