Client:Style Directions
Sector:Fashion,
Services Used:Ecommerce Websites, Identity
Website:www.styledirections.com/
Brief:
Style Directions offers style advice to females. It uses a revolutionary new systems which suggests garment shape rather than body shape. We were approached by style guru, Carol Spencer to redesign/develop her aging 'Style Directions' brand.
With a wide and varied demographic, the brand identity required something both professional, trustworthy and desirable to all. The brand must have a healthy balance of maturity and contemporary style. In time, the company would like to branch out to include male style advice, so it was important that the brand identity remained neutral and avoided any association solely with feminine fashion.
The site needed to reconnect with women, as well as showcasing Carol's revolutionary new 'Shape System'. It also had to be easily updatable by her (on the move) as well as by other members of her team .
Solution:
After in-depth research into unisex fashion brands, a simplistic typographic logo (using a contemporary sans serif typeface) was chosen. This straight-forward name and clean-cut appearance meant the logo was instantly associated with fashion and style market, but also install a sense of clear and honest advice.
A dark colour palette, with an avoidance of floral motifs and feminine icons was selected to provide the brand with longevity whilst remaining accessible to a wide demographic.
A stationary set was designed and printed using a de-bossed “stitched” edge. This print finish created a distinctive business card and strengthen the idea of tailoring and garments to the Style Directions brand.
We created a highly functional and beautifully designed online solution. The style Directions site consists of four key areas: Shape Test, Our System, Carol's Corner and Style Shop. All four areas are CMS to allow for both users to contribute to the style community and for the Style Directions team to update the latest fashion news and events. There is also a members zone for users to reveal their Shape Result and find and buy clothing that suits their shape through API integration with Shop Style.