Maxwell Logan

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.

Introduced social media initiatives and new brand patterns

Campaign concept, art direction and lookbook design Spring Summer 2014

E-commerce site launch design direction (L-R) Homepage, product page (below) 'We Love', Blog

Facebook game design direction

(L-R) Store design, ecommerce packaging, boutique windows and point-of-sale print marketing design direction

Campaign concept and art direction Autumn Winter 2014

Using Format