The Project
Operating under the umbrella of the Alhokair Fashion Group, SAAF seeked to give customers access to more than 50 brands from luxury fashion houses and designers across the globe.
Starting from scratch, I led the team in developing a luxurious, timeless visual identity for the brand's grand introduction to the world.
The Challenges
A multi-brand eCommerce platform: we needed to create a design that married different styles of imagery. This needed to be a global brand offering a localized experience: so it was essential that their profiles could be multilingually accessible.
My Role
Creative direction
Logo creation
Editorial content creation & strategy
Copywriting
Large scale murals introducing the store's grand opening
Account & team management
The Online Experience
Beginning with a logo, conceptualize a strong visual identity that aligned with SAAF's values
A classic serif font coupled with a minimalistic, sleek greyscale color palette.
A cohesive visual identity threaded across the website design, social media engagement, mobile application and in-store experience.
The In-Store Experience
A sleek and stylish launch of a global brand that exudes timeless, confident luxury.
A brand identity that effortlessly flows cohesively through strong visual design across all environments. A connection of online and offline worlds in a holistic, immersive shopping experience via media platforms and in-store.
Editorial Design
