Oasis
Whilst working at RSCG Conran, I was involved in the rebranding of the ladies clothes shops Oasis. It had been at the lower end of the market and they wanted to move position to a more upmarket place. To be a young professional woman's clothing brand, that provided both clothes in the work place and clothes for leisure. The change of the type face was to make it a more subtle strong feminine shape, and I worked on hand drawing the shape. The flagship store in London Covent Garden is photographed above, we worked with the interior design team to look at layout and signage throughout.
The second part of the rebrand, was do produce a line of clothing for the working woman, that were suits that could be machine washed, instead of the usual dry clean only. The client wanted to feature this in their rebrand, and so after working on the name generation that became wash & wear, I created the image of the letters being washed in water. This was a photoshoot using a tank and letters, not photoshop cleverness.
