The brand guidelines have been created to help guide all aspects of brand expression, but also to allow for expanding and exploring complementary creative that can really push these brands.

It is important that every piece of brand content - be it an asset, a film, a social post or a whole campaign, is treated with discipline and care. Even the most mundane piece of everyday content should be treated as though it is up against the best in the world. Because - it is.

For example, even a quick social post where multiple images are edited together. Think of it as a brand film. Could the images be transitioned? Is there a contemporary layout or animation that can be employed? Is the music on-point or just generic? These guides should help inspire new ways of creating assets for our brands brands.

The Quick Guides.

We have created a quick guide for each brand, in the form of a brand-level diagram. This can be used to sense check how your respective brands should be treated over a variety of aspects and categories.

These are not forensically detailed guides, but are there to quickly gauge if everything feels right with any piece of content. For example, is the level of humor right? Are we using people in the right way? Does it feel accessible or more exclusive? Each brand has their own setting and therefore their own shape.

Executions

You will also notice that a number of executions and mock ups have been created to show how the brands could show up. These are to be used as inspiration, to allow further content to be created that is in support of the general look and feel. They are there to inspire and guide an approach. They may not be obviously relevant, but they show how we can build an expanded brand world to allow for a richer experience.

Quick inspo!

When you see this sticker, you will notice some creative executions that show a possible direction of travel, some visual guidance, or simply to provide inspiration for a " imagine if we did this ..." scenario where we can really push our brands into great executions. Often it will be to show examples of how a color palette can work in different contexts, or how a layout may be employed to create a more sensory experience for the brand. Whatever it is, it is there to exemplify possibilities and to encourage pushing the brand expression further.

Laydowns - general approach.

Laydowns and product grids should be treated with forensic care. Symmetry, straight edges and generous folded edges, to create a sense of product depth and value, will really help to achieve a premium, yet accessible look. Our product tends to be thin and unforgiving, so anything to help this along is desirable. Lifting the product slightly off the floor, very accurate folding geometry and clever visual design and backdrops will enhance the product.

The photography and lighting should be crisp and sharp, with beautiful highlights and shadows, but more importantly detailed enough to show the texture, grain and weave of the fabric details.

Color-pops and repetition within a family of products.

Color-pops and repetition within a family of products.

Wit, interest and novel ways to support the product story

Crisp, detailed closeup shots and perfectly treated product.