Evolving a wholesale range into a credible brand
Diffusion line L’Agent by Agent Provocateur is aimed at a wider, more price-sensitive audience than its “elder sister” brand.
When I joined the company in autumn 2013, stand-alone boutiques and e-commerce had been directed to launch within a year.
A logo and core colour, brand advocacy website and campaign photography had been established that did not adequately meet the demands of a retail brand aimed at a savvy, 20-something audience.
Brand Strategy – Design & Art Direction – Editorial – Digital – Film – Social Media – Stores
To establish an identity that could connect with a youthful, vivacious audience, my team developed a strategic visual language to compliment the fixed elements of the original branding.
For the new L’Agent, we cleaned up the original logo to a single colour while new pattern treatments spoke of a subtle premium aesthetic. We extended a fresh and warm colour palette to express the playful and feminine values of the brand.
Editorial typography was developed to communicate a characterful, dynamic message.
Our audience were encouraged to engage our brand over social media through initiatives for shareable communications like “Penélope’s Picks”, Facebook exclusive competitions and inspirational quotes.