DOROTHY PERKINS
The Brief To design a new identity and graphic personality for Dorothy Perkins and create a fashionable and aspirational visual brand territory.
The Brand Journey In the face of increased competition from the likes of Zara and H&M as they expanded across the country, the UK’s largest mainstream fashion retailer with over 500 stores lost relevance and market share. We worked with the brand team on the creation of a fashionable and accessible brand handwriting across windows, VM, and brand marketing over a three year period, during which time sales and margin markedly increased.