This Project is focused on brand image and identity, and explores the role of the Creative Director in developing appropriate brand solutions. My brief was to select a non-fashion brand and re-brand it as a fashion label.
The Project is designed to expand my creativity and strengthen my understanding of presentation of ‘the brand’ and its ethos. The ability to demonstrate both creative and commercial expertise, underpinned by an understanding of how to contextualise, is essential in successful brand management. This project also examines brands and cultural, ethical and sustainable influences in Creative Direction for fashion.
I have reworked Leica's logo and visual identity to suit the fashion category, while maintaining the original tone of voice, aspirations, and public image. Implementing the new creative brand identity by designing a double-page spread of the brand’s look book for its AW'15 collection has allowed me to conceptually present 'Leica Homme', a contemporary menswear collection for Leica.