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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 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 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.

Art 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.