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FW Apparel

Brand Strategy, Art Direction and Design

FW is an outwear brand that was forged in the Alpine town of Verbier. They approached us in mid-2018 with a logo, a vision and a line plan, but needed help turning everything into a cohesive story that reflected the type of brand they aspired to be. We kicked things off by helping them define the goal posts, perfecting the definition of their audience and then turning their vision into a product design brief that would become part of a new brand manifesto. We then took this strategy and turned it into a visual language, helping with everything from the line structure and colour stories to the brand's visual direction including type system, hangtags, label application and e-commerce art direction and photography.  

Brand StrategyBrand Strategy

We helped guide the FW team from concept to consumer facing brand story. This process including defining the market criteria on which they would define themselves as a brand, mapping out competitors and ensuring stakeholders alignment before progressing with visuals. We then built up customer profiles and defined the brand's platform that would eventually give structure of the collections and design briefs for years to come.

Brand IdentityBrand Identity

We designed and art directed FW's Brand Manual from the ground up. This included logo usage, typographic system, photographic guidelines, design elements as well as tone of voice and example applications.

Master Cs Fw Brand Collage 01

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Master Cs Fw Brand Collage 01
Master Fw Poster Group V3

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Master Fw Poster Group V3
Master Fw Label Detail V2

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Master Fw Label Detail V2
Master Cs Fw Tag Spin Glass 02

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Master Cs Fw Tag Spin Glass 02
Master Cs Fw Brand Guidelines 01

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Master Cs Fw Brand Guidelines 01

Art DirectionArt Direction

We defined the art direction and shot all studio stills for the FW launch collection and created an e-comm specific style guide to ensure brand consistency season on season.

Master Fw Capsule Collage

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Master Fw Capsule Collage
Master Cs Fw Models Collage 02

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Master Cs Fw Models Collage 02
Master Cs Fw Pack Shot 02

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Master Cs Fw Pack Shot 02

AW19/20 Launch LookbookAW19/20 Launch Lookbook

We designed all printed elements relating to FW GTM plan, including but not limited to FW's first consumer facing lookbook.

Master Fw Catalogue Cover 03

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Master Fw Catalogue Cover 03
Master Fw Catalogue Classification 01

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Master Fw Catalogue Classification 01
Master Fw Catalogue Capsule 01

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Master Fw Catalogue Capsule 01
Master Fw Catalogue Product 01

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Master Fw Catalogue Product 01
Master Cs Fw Catalogue Sustain 01

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Master Cs Fw Catalogue Sustain 01