Paul Lewis spruces up Long Tall Sally

Paul Lewis Design has devised a fresh identity for the Long Tall Sally brand and e-commerce site, in its first Web upgrade for eight years, launching at the end of next month.

Long Tall Sally’s fresh visual identity will be accompanied by a new mail order catalogue and e-commerce site, with an innovative tabbed product carousel, video, reviews, blog and forum functionality.

The brand refresh comes ahead of US expansion. Long Tall Sally will send its new catalogue, converted into dollars for the first time, to an audience of about 50 000 people in the US.

‘We have been trading in the US for a long time now, and we hope that what has been a decent amount of trade will grow substantially,’ says Andrew Shapin, who joined Long Tall Sally as managing director about a year ago.

Shapin believes the previous visual identity was ‘harsh, dated and masculine’, and ‘didn’t capture the essence of our brand’.

Shapin’s vision is to make the brand ‘the number one choice in fashion for tall women in the UK and worldwide’. He adds, ‘We want to be tall heaven for our customers and potential customers.’

Paul Lewis Design, which has previously worked with high street fashion retailers New Look, Cath Kidston and River Island, was hired last March to inject the Long Tall Sally brand with a sense of freshness, modernity and confidence, according to managing director Paul Lewis.

‘Long Tall Sally was ready to be invigorated. We wanted tall women to feel great about being taller, to emphasise the style-factor rather than put a magnifying glass over how tall they are,’ explains Lewis.

‘We didn’t need to come up with any gimmicks; we just came in and showed the client an interesting, stylish, pure-fashion retail brand,’ he adds.

A new typeface has been used across the website and catalogue to promote a sense of ‘modernity and timelessness’, says Lewis.

He believes the revamp has moved the brand along from a rigid catalogue-look towards a more naturalistic, ‘easy’ style of photography and art direction.