Fashion retail chain New Look is trialing a new visual identity. The branding, designed by Gary Holt and London consultancy SomeOne, has been applied to the Caulder Moore-designed retail concept, introduced at shopping destination Liverpool One earlier this month.
The rationale behind the identity is to give a more mature direction to the brand positioning. ‘We are still deciding how to use it going forward,’ says a New Look spokeswoman.
New Look’s Liverpool One store features the best of two concept stores that have been trialed at Maidstone and Reading. Birmingham consultancy Green Room Retail designed the Maidstone store, while Caulder Moore created the Reading site.
According to the spokeswoman, key features that are expected to be implemented as part of a national rollout include darker fixtures and wallpaper finishes, with more emphasis on visual merchandising. New Look’s forthcoming White City store in London will sport the new design features.
The identity currently being trialed is the first project unveiled by the newly-bolstered consultancy, which has just appointed Holt as an equal equity partner.
The former Lambie-Nairn creative director joins SomeOne founders Simon Manchipp and David Law.
Holt says the move gives him creative leverage, while providing SomeOne with access to a host of higher profile clients. These include New Look, Heineken, Gala, O2, Aviva, HSBC and Dyson.
After leaving Lambie-Nairn Holt continued his relationship with O2, setting up his own consultancy Gary Holt Branding in 2006. Lambie-Nairn subsequently hired him to work as an independent brand consultant on the account.
GETTING A NEW LOOK
• New Look brand identity refresh is the first official project from SomeOne, having appointed Gary Holt
• The revised New Look identity is currently under review
• Key features from New Look’s Liverpool One concept store to be rolled out with the next site at London’s White City
• Gary Holt takes up role as creative partner, joining SomeOne as equal equity partner