WE was perceived as a “well-priced” brand with good basics. Their price positioning allowed them to perform relatively well when the financial crisis hit Europe and WE decided to use that momentum to upgrade their brand and move one level up the fashion scale. The brief was to develop a platform that would allow that shift and an identity to support it.
Using “Create your own Style” (the motto of the company) as the driving element, we’ve developed a brand platform around “Self-expression” and created a two-way narrative with the idea of stimulating that self-expression on one hand and on the other, supporting it with advices on shopping, styling, matching and just about anything that would make “creating your own style” easy for the consumer.
