Creative Direction / Branding /Photograhy Art Direction/ Website Design / Packaging / Print Collateral
From her office on Fashion Avenue, Alice has been creating clothes for all the top designer labels since the 80's. Alice Hope New York is her first foray into her own label. As the creative director on this project, my team and I were brought on to create the branding, photography, website, packaging, and print collateral for the new brand.
Many New York fashion brands come off as serious. But we wanted the Alice Hope branding to feel optimistic and hopeful, much like their clothing designs. The logo uses two type faces—a delicate fashiony serif, and a bold san serif—that plays on the two sides of the modern girl. When you read it left to right, HOPE is the thing that stays with you.
We created boxes, hang tags, totebags, sweatshirts, and other collateral. The idea was to add a touch of personality and "hope" to everything with bold messaging and bright yellow pops of color.
Alice designed the clothes to be fun workwear for the modern urban girl. So we did a photo shoot of real NYC girls wearing the clothes.
We took care to select girls with varied professions to represent the brand: a musician, attorney, designer, writer, and an analyst. We then profiled the girls on the website and social media and showed them wearing the clothes throughout their workday.
We wanted the website to feel fresh with a touch of wit. As you scroll, the parallax flowers gently move, giving the site a sense of depth and humor.