In 2019 I was asked to join Hackett London to launch their new brand HKT — the idea behind the brand was a high-quality brand that a younger audience could relate to.
Working in a team with the social media manager, art director, and developer, I lead the brand book, website lander, and graphic style for billboards and social media.
To keep the brand cohesive and differentiated from the Hackett London brand, it was essential to create a detailed, consistent brand book with a modern punch.
Out of home
To build awareness, it was essential to show the brand city-wide. I created the assets with the photography (shot before I joined) using the signature bold red, playful typography, and animation.
The HKT brand lived within the Hackett London brand website, which meant the style was set for the collection pages, but we needed to excite and entice the user with the HKT lander.
Using photography of clothing and cityscapes shot around London, the lander aimed to create a feeling around the modern London man. The photography was paired with typographic styles and animations to give depth to the page.
Consistent with the brand book, launch graphics were created using typographic plays and animations across social and print.
Alongside the social media manager, I art directed and shot the photography for the social launch. The brand aimed to be for the modern London man — so the concept was simple, show the brand within ‘relaxed London’.