Brand strategy. Design. Photography direction. Integrated creative.
James Eden, the owner of Private White V.C., had recognised that his menswear brand had begun to be viewed as ‘heritage’ rather than ‘Premium Luxury’. So we were put in full re-brand mode; updating and reinvigorating everything from the website to logos, product and campaign imagery.
Every customer touch point had to viewed through this prism of ‘Premium Luxury’. We had to maintain a rigorously consistent tone of voice and visual vocabulary through a huge variety of media channels – from print and POS to social.
We also had to remain focussed on the commercial demands our work needed to answer too. So the website became a real shopping destination for British-made menswear and accessories – with the shopping experience streamlined, so customers were never more than three clicks away from putting an item their basket.
Product photography was also updated to include much more detail – helping to seal the deal.
Models (and their styling) were carefully considered to make sure they perfectly represented the new luxury positioning of the brand.
From a practical point of view, everything was driven through Magento and Wordpress to give the client full control.
Increased site visits translated into online revenue increasing fivefold. On other social channels, Private White V.C.’s Instagram following quickly rose from 4,000 to 13,000.