REDEFINING THE BRAND POSITION AND VOICE
Luxury lingerie brand Myla London needed to differentiate from the likes of Agent Provocateur. We worked with the CEO and head of design to clarify their offering and give the brand voice personality and direction. This brand isn’t merely about sex, it’s about an allure and power that’s felt when wearing something so beautifully designed.
After undertaking a full brand immersion, from buying online, being fitted for underwear at both flagship and concessions stores and working internally with the business, we were able to analyse each customer touch point. The importance was to craft the messages and emotions that were relevant at each moment to each audience, ensuring the brand appealed to both male gifters and females purchasing for themselves, not only in the UK but globally.
From here we developed a creative concept that could sit at the heart of the brand, from which we then wrote a brand mission statement and a piece that uncovered the Myla Woman. These pieces worked as powerful tools both internally and externally. The team had clarity on who they were designing for whilst externally it gave the consumer, both old and new, the ability to connect with and aspire to the Myla brand.
Alongside the brand story and tone of voice development we also suggested art direction of photography and a clean up of the visual brand identity hierarchy. One example was addressing the current typography. Equipping Myla with a more formalised grid, which worked across multiple devices and direction on typefaces, gave the brand a more ownable and distinctive character that mirrored the brand story. To show how all of these elements worked together to form one consistent message we redesigned the front-end of the UI across mobile and desktop.