Project
Blue Ridge
Brand Identity

Expertise
Brand strategy & concept
Creative direction
Art direction photography

Collaboration
Identity design – Joachim Baan
Photography – Philippe Vogelenzang
Photography stills – Wes Cremer
Copy – Emma Vans-Colina

Challenge

The challenge was to shift the Blue Ridge denim label of WE Fashion into a strong and distinctive denim brand with its 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. Its origin are the Blue Ridge mountains, which offer a sensational outdoor lifestyle. However, by now it has made its way to the city streets - as “Dress Code Denim”. 

Inspired by its mountainous origins, we incorporated a distinctive neon blue hue to infuse modernity and create standout to all brand expressions.

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