Brand strategy, art direction, concept, brand design, copywriting, motion
We rebranded LEDGE with the aim to make them an all inclusive fashion brand. Where everyone can where their pieces to express themselves freely. LEDGE designs items to make people feel powerful. Giving them a sense of confidence, while still delivering comfort. People between the age of 25 & 35 who have a sense of fashion and like to look a little extra represent the brand perfectly. They will become the main target audience.
The new tone of voice is refined, self-assured and encouraging. It will also help with the inclusivity of the brand. We approach our customers not by him or her. We just simply address them with ‘you’. Speaking directly to the customer makes everybody feel included, while avoiding gendered terms. Combined with the stylish, perfectionist and confident personality of the brand we came up with the baseline ‘WEARING YOU.’ Fashion is not only clothes or accessories, but an extension of your personality and who you are as a person.
Concept
The concept of this branding is called ‘Magnetic Charisma’. People who wear an item of LEDGE are full of charisma and exude a sense of confidence. The have an aura of attractiveness around them. As a source of inspiration i used the phenomenon of ferroliquid that spikes up when a magnet (or in this case someone who wears themselves) is closeby.
We show the products in a more edgy and attention grabbing way. Making sure the product fills almost the whole frame. It brings out the charismatic part of the brand. In this way people have no other choice than to look. It’s in their face, as it should be. Even though LEDGE is a unisex brand, it still has a masculine feel to it. We will bring out this feeling with the way of posing the models in a more static way. Avoiding curves. It doesn’t matter who is in the picture, als long as the vibe is correct.
Brand mark
The brand mark consists of an icon and a wordmark. he two live side by side but rarely toghether.
The icon is derived from the magnetic ferroliquid combined with the first letter of our brand. By making it star-shaped, it becomes a symbol of confidence. Adding that one little spark to your look.
The wordmark exists of a modern serif font which gives it a more luxurious and fashion feel. With using a condensed font, it maintains the balance between each letter. Making the ‘D’ and ‘G’ less distracting.
Typography
We use a combination of Denton XCondensed and Neue Haas Grotesk. Denton XCondensed is a modern serif font. With a sense of expressiveness,
it adds warmth to the brand and reflects the refined personality of LEDGE. This font will be mainly used at display sizes. Giving people something to look at.
We add a little nod to the icon by putting some letters in italic. It brings out the edginess of the brand by
not following the strict rules of typography. We only use this method if it is display size.
Neue Haas Grotesk is a sans serif font. Perfect to use as a supporting font as it is highly versatile and easy to read on display size as well as text sizes.
Design system
Deriving from the characteristics of a magnet, we use the push and pull feeling as a base for our design system. When we use ‘push’ we place everything at the edge of the composition. Making room for the image to speak for itself. ‘Pull’ is the complete opposite. It attracts everything to the middle. Letting the eye focus on one point only.
Based on the charismatic side of LEDGE, there is a third element in the design system. We make everything big, making it hard not to look. We do this by using big type and eye-catching imagery.
Motion
With our design system in mind we use these principles to translate it into motion. Making the visual elements push and pull away from the screen and grabbing attention by leading the eye through the motion.