THE BRIEF

Over the years, Aleem had delved into many areas of couture work including wedding gowns, special events, dressing celebrities, Haute jewellery and even homewares. With this, the communications in the market became unclear and his marketing strategy was muddled.

Our task was to create a new brand strategy, providing information on audience perception of the brand, and ways of improving this and becoming more prominent in the market.

Aleem was also looking for a logo refresh and brand guidelines to aid his new brand positioning going forward. Using an existing logo, we were tasked with cleaning it up and providing a new emblem. Along with fonts, colours and image treatment details. This would later aid MJS in campaign design and social content creation.

THE WORK

First, we conducted a brand strategy audit which provided Aleem clarity on his competitor set, strengths in the business from a marketing perspective, audience needs, customer value proposition and ways of improving brand equity and resonance.

From here, we dove into how this would translate creatively into a brand. Looking at the logo, we maintained a wordmark similar to was previously existed as it was established on all of Aleem’s garment labels. However, introduced a bold AY emblem reflecting the confidence of his clients and a ranged colour palette, reflective of his client’s diversity and unique sense of style.

We also created a tone of voice document to aid in content creation going forward, this provided information on who Aleem is as a brand and the values that are to be at the forefront of his communications. The document included terminology and the style of writing, emoji use and general writing tips.