Evolving a wholesale range into a credible brand
Diffusion line L’Agent by Agent Provocateur is aimed at a wider, more price-sensitive audience than its “elder sister” brand.
When I joined the company in autumn 2013, stand-alone boutiques and e-commerce had been directed to launch within a year.
A logo and core colour, brand advocacy website and campaign photography had been established that did not adequately meet the demands of a retail brand aimed at a savvy, 20-something audience.
To establish an identity that could connect with a youthful, vivacious audience, my team developed a strategic visual language to compliment the fixed elements of the original branding.
For the new L’Agent, we cleaned up the original logo to a single colour while new pattern treatments spoke of a subtle premium aesthetic. We extended a fresh and warm colour palette to express the playful and feminine values of the brand.
Editorial typography was developed to communicate a characterful, dynamic message.
Our audience were encouraged to engage our brand over social media through initiatives for shareable communications like “Penélope’s Picks”, Facebook exclusive competitions and inspirational quotes.
Responsible for
BRAND IDENTITY – BRAND STRATEGY – ART DIRECTION – DIGITAL DESIGN DIRECTION – PRINT DESIGN DESIGN – SOCIAL MEDIA STRATEGY – STORE DESIGN
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Companies
Agent Provocateur
- Fashion and Textiles