The Wrap

Branding, Design, Graphic Design, Illustrations, Print

The Wrap. To explain.
Working with White Stuff, from the 90’s, and helping them grow the business (from the two founders flogging one or two tee print designs out of the back of a van, in ski resorts in the Alps) to the beast it has become, meant giving the brand a tone, a voice and bring it to life. My role was to lead the creative and establish the look, the feel, the vibe of the company, its personality. The idea was to create seasonal wrap/concepts/themes. A trading year broke down into the 4 main seasons plus two extra, being High Summer and High Winter (Christmas). So the challenge was to create unique themes that could be expanded and rolled out across all marketing channels, to physically wrap the season’s creative look. Pre domination of the internet, the world loved a catalogue (and we still do!), so this was one of the key areas to really build a creative style/voice, this would be expanded to the shop windows and interiors, roll out across PR, competitions, wholesale and of course style the website. We truly believed in not taking ourselves too seriously, but what we did had to be taken seriously, if that makes any sense. With an injection of nostalgia, often a diy feel, a tipping of the hat at trends we’d identified and doing things no other similar business would ever consider, meant WS was seen as a kooky, funky brand that won awards for it’s uniqueness and use of clever mnemonics. All a bit scientific sounding, but in practice it was just how it organically evolved, and a good time was had by one and all. Two or three corporate ID changes later and the company has done its job for the founders, who have sold up to enjoy the fruits of their hard efforts. New owners now take the reins, so from us, the creative team, it definitely is ‘a wrap’.

Below are samples of the very many brochure covers, feature pages and promotions. A blast from the past for sure but a very fond blast.