menu

All posts in: Art Direction

SS23_le_Col

AW & SS/23 Brand Identity

Having audited the brand development from previous seasons, we created a flexible identity system that would streamline internal resource without impacting on the quality of the output. By producing an over-arching design system, we were able to build an identity that was dynamic enough to deliver simpler, more templated, solutions when the deadlines are tight, whilst having the ability to be flexible on larger campaigns. We also delivered a large proportion of the output and art direction across all platforms.

The forward slash solution and frame device allowed room for creativity, maintaining a consistent look and feel across multiple products and ranges. The key was to find a solution that enabled typography, a key brand pillar, to work effectively as well as leave room to be playful without stringent rules that would stifle exploration.

As part of the brand audit, we also gave recommendations on shoot direction and photography approaches for social media and all digital platforms. As well as creating a new set of brand guidelines across eCrm, to again, pull back valuable time that was being lost, but also to raise the bar on the quality of output. We overhauled the teams approach to studio & model photography that considers UI and UX work that is in progress.

Our unique position allows us to really understand where the internal team can make better use of resources, driving competitive edge and deliver across multiple channels effectively. A future-proofed approach that can be built on for the next season.

 

Forward_Slash_animation

PRO_AIR_posters

SS23_layout_approach1

SS23_colours

SS23_layout_approach12

Adapted and applied to the Le Col x Wiggins launch:

Animated_Wiggins_OOH

SS23_Wiggins_2

SS23_Wiggins_

SS23_Wiggins_3

Ascii style approach for Le Col x McLaren

SS23_McLaren_x_LeCol_

SS23_McLaren_x_LeCol_2

SS23_McLaren_x_LeCol_3

SS23_McLaren_x_LeCol_4

Dorian Restaurant branding

Dorian has all the hallmarks of a classic French bistro, marble bar tops, wood panelling and leather banquettes, but as the name implies, there is a slight undertone of something different. This latest addition to the Notting Hill restaurant scene is being referred to as a ‘anti-Notting Hill bistro’. Dorian boasts an exquisite menu of beautiful seasonal British produce and an enviable wine list.

The identity is derived from iconic French bistro mosaic tiles. It takes a more playful and modern approach, in line with the restaurants’ ethos, with a slight nod to Parisian street art.

Dorian_Notting_Hlll_2

Dorian_Notting_Hlll_3

Dorian_Notting_Hlll_4

Dorian_Notting_Hlll_5

Dorian_Notting_Hlll_6

Dorian_Notting_Hlll_7

Dorian_Notting_Hlll_8

Dorian_Notting_Hlll_9

Dorian_Notting_Hlll_10

Strykk rebrand and packaging

New brand identity and packaging work for Strykk, building on the original foundations we developed for them in 2018. Whilst our underlying strategy remains the same, a number of external factors have led to the need to reinvigorate the brand and re-align the growing portfolio.

Starting with refinements to the logo, we opted for a holding shape that become the central block device that runs through the whole identity. Extrapolated from the three overlapping oblongs that created the original Strykk asterisk, it builds as the common thread for packaging, and is both exaggerated or subtly implemented as a consistent graphic device across all channel executions.

We’ve built on the strong colour palette, bringing in a wider set of bold and complementary tones to increase standout and build better differentiation between products. Typography opts for a more refined sans serif and a slight coming of age, moving from the unruly uppercase Futura Condensed used previously, to a more conversational approach. As before our focus on tone of voice remains confident and unapologetic, a key pillar of the brand.

The original strategy and positioning remains, inspired by the idea of enjoying a night out without compromise. A love of going out, being part of the story and not missing out. Removing the stigma of ‘not’ drinking, by delivering a product with the taste and complexity to build a proper drink with 0% Abv Distilled Spirit.

At the heart Strykk remains disruptive and steadfast in its unwillingness to just fit a mould. A bold approach that needed a bold brand, unapologetic and full of energy. We’re not about kooky craft, forced aspiration or self-importance. Uniquely summed up as; All the spirit. None of the alcohol.

Strykk_logo

Strykk_Rebrand_

Strykk_rebrand_bottles

Strykk_Rebrand_7

Strykk Not Vodka
Strykk Not Gin

“Limited Edition Design has been at the forefront of Strykk’s brand and visual identity since its inception in 2018. When tasked to overhaul and update the packaging and identity, a clear, comprehensive, and succinct sprint process was followed from start to finish – and at the highest standard. What has resulted, we feel, is a truly world class brand and visual identity, all packaged up neatly in a set of bullet-proof Brand Guidelines to mark the next stage of our business growth.”

Tom Glover, Brand Manager, Strykk

Strykk_Rebrand_3Strykk_Rebrand_4Strykk_Rebrand_5

Strykk_Rebrand_6

Strykk_brand_device

Strykk_Rebrand_8Strykk_Rebrand_9

Strykk_guidelines

Agency: Limited Edition Design
Creative Director: Paul Greeno
3D & Motion: Sergio Beggiato
Photography: Jeremy Baile

Le Col x McLaren Project Aero

Le Col is focussed on creating the best performance cycling kit on the market, so to have a collaboration with a brand as iconic as McLaren was an opportunity to really push the limits. Meet Project Aero.

We’ve always looked outside of cycling and beyond what others in the sport are doing, and what this collaboration, and the technology allows us to do is to create an environment that shows the combination of performance and engineering in a unique way. Muybridge meets Tron, from building a bespoke set in the studio for our stills campaign, to using some of the most innovative virtual production technology using Unreal Engine to shoot the commercials, this project has been about pushing the boundaries at every level.

The concept for this shoot was about creating a hyper-real set that that reflects the hours of development, but without the obvious cliche of using a wind tunnel. Instead, we focussed on creating a cinematic experience that brings to life and stylises that process of capturing data. Project Aero – Engineered for Speed.

LeCol_x_McLaren_Project_Aero_

LeCol_x_McLaren_Project_Aero_2

LeCol_x_McLaren_Project_Aero_3

LeCol_x_McLaren_Project_Aero_4

LeCol_x_McLaren_Project_Aero_5

LeCol_x_McLaren_Project_Aero_6

Concept & Creative Direction: Limited Edition Design

Client Le Col / McLaren
Production: Squire
Director: Jay Creagh
Dop: James Medcraft
Model: Adam Macrae
Photography: Michael Blann
3d/Animation: Greg Walker

Le Col SS21 – F*ck it, Fake it

Cycling has always put emphasis on place – From the Alpine climbs of Galibier, Croix de Fer and Stelvio, to the steep streets of Siena – where you ride holds weight. In testing times with restrictions on travel and hopes of winter sun abroad, hopes of our Spring Summer photoshoots evaporated with each announcement. Like everyone, dreams of switchbacks and short sleeves were dashed.

Having explored options to shoot in Tenerife, and then Mallorca, and then turning our own frustrations into an opportunity to go back to the drawing board and be more creative. It became clear from the process, that actually, do we want to be seeing images of other people riding those iconic and sunny roads? Social influencers were flouting the rules, and our patience, time for Plan C – F*ck it, Fake it… time to be more playful, embrace our home roads and put a bit of fun back into cycling, like so many have found in lockdown. Own it.

LeCol_SS21_campaign_2

LeCol_SS21_campaign_3

LeCol_SS21_campaign_6

LeCol_SS21_campaign_4

LeCol_SS21_campaign_5

LeCol_SS21_campaign_7

LeCol_SS21_campaign_8

Concept & Execution: Limited Edition Design
Client: Le Col
Photography: Michael Blann
Retouch: Phil Borg
Production: Squire & Thom Green

Le Col x Bahrain McLaren

Team launch video and photography to announce Le Col’s sponsorship of the new Bahrain McClaren WorldTour team.

Bahrain_Mclaren

Bahrain_Mclaren2

Bahrain_Mclaren3

Video Production Squire Studio
Director – Jay Creagh
DOP – Deane Thrussell
Executive Producer – Phil Tidy
Producer – Emma Giacalone
Sound Design – Kieran Seebach
Rigger – Steve Daly
Focus Puller – Gabriel Jones
Gaffer – Genki McClure

Photography Michael Blann