The Team was approached about three months ago through a connection to the client. It was invited to an interview-style pitch, and asked how the existing visual identity, illustrations and logos could be developed.
Viv Wilcock, managing director at The Team, says, ‘They’ve got to continue to develop the store and build the collection. Now it involves a lot more brand application and clarity.’
The project involved choosing one of three logos, and modifying the existing visual elements to ‘march the brand forward’.
Wilcock says that The Team will also develop the ‘myth of Lucy’ concept, creating a character that ‘transcends fashion’.
The modified identity will be applied across all materials, including point-of-sale, e-ads, online newsletter, display and loyalty cards and all materials for the new collection.
The Team is also helping to develop a look-book, which has been photographed by Rankin.
Sarah Owen says, ‘[The Team] really “get it”, which is important to us as we develop our marketing and expand the brand to include the new collection.’
The identity has begun to roll out across online materials, and the clothing collection and related materials launch in the New Year.