WE FASHION
NEW VISUAL IDENTITY
BRAND
Established in 1962, WE Fashion is an international fashion company with 230 stores in Europe and 3000 members of staff.
 
PROBLEM
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. Next step was to brief, align 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, briefing and directing the internal and external design teams, art directing the photography and internal communication.
 
Work tasks
Brand strategy
Design & creative direction
Visual identity ambassador

Identity design in collaboration with Denis Begin and Bradley Wajcman
Copy by Simone McKenzie
Photography by Marc de Groot
Store design by Wonderwall
Project
Brand & Design Audit
 
Work tasks
Research & Analysis
Project
Brand Platform
 
Work tasks
Branding Approach & Brand Architecture
Project
Visual Identity Concepts
 
Work tasks
Design Direction, Define Copy and Visual Style
Project
Visual Identity Implementation

Work tasks
Concepting, Art Direction Photography, Design Direction and Material Selection
Project
Brand Book

Work tasks
Concept, create content and Design Direction
Project
Internal Tools (mouse mat)

Work tasks
Copy & Design Direction
Project
Visual Identity Guidelines

Work tasks
Visual Identity Ambassador, Internal & External Communication and Design Direction
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