L'Agent by Agent Provocateur

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.

Responsible for

Brand Strategy – Design & Art Direction – Editorial – Digital – Film – Social Media – Stores

(L-R clockwise) Refined established brand communications, established new core logo colour-way, established new packaging direction, introduced seasonal colour palette, introduced image treatments, refined core brand typography

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.

(L-R clockwise) Brand advocacy website re-styling and new email newsletter design direction. Introduced editorial typography

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.