Re-brand for online women's retailer Modcloth – including logo design, typography, color, art direction and overall brand tonality. As an inclusive, body-positive brand that supports female empowerment, the company came to RoAndCo looking to re-position itself as a lifestyle brand, poised for growth.
Inspired by the expression of individual style, whilst remaining feminine and smart, the identity combines a playful boldness with moments of delicacy and romance. A custom-built, sans logotype with subtle yet distinctive quirks and details, pairs with a visual system designed to balance punch with polish.
Amplifying the brand's expressive and confident character, photographic art direction was suggested to exude both positive energy and honesty, with a contemporary take on its retro-inspired roots.
ROLE: LEAD DESIGNER
CREATIVE DIRECTION: SARAH KISSELL
CHIEF CREATIVE DIRECTION: ROANNE ADAMS