Creating a new visual direction for acclaimed Saville Row tailor, Justin Brogan
Working closely with Justin Brogan and his team, we designed and produced a new brand identity to showcase their bespoke tailoring service and product range. Our brief was to elevate the existing brand and help them compete with the traditional Saville Row tailors, using a mixture of craft and technology to reach a new audience of private clients.
As part of the redesign, Justin Brogan asked us to create a standalone monogram to visually encapsulate the process of tailoring. We used the JB characters to form an interlocking shape — this helped to give a sense of a needle and thread passing between each other or a set of cufflinks holding an opening closed. To ensure the identity would work across all materials, we developed a circular lockup that would feel comfortable on large and small applications.
The monogram was then applied across all materials. This included a wide range of fabric labels used within all bespoke tailored garments. The brand identity also plays a central role in each supporting material, from printed marketing to the new website.
Designing a visually rich website
Following the successful launch of the new brand identity, we planned and developed a new digital home to attract new clients from across the UK. The website has four key sections; a service overview, photographic gallery, a journal and a contact section. This simple structure helped us bring a level of simple elegance to the experience, using illustration and photography to tell the story.
Bespoke photographic content
While building the Justin Brogan brand, we created an online lookbook to showcase the various styles and fabrics. These images use material from illustrious cloth houses such as Holland & Sherry, Hardy Minnis, Harrisons and Dugdale Bros to visualise how different types of cloths will drape and interact when worn.
'The new brand system and guidelines have been revolutionary for us — onwards and upwards!'
Director, Justin Brogan Tailoring
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