H+M: Leading the fashion revolution
Having the opportunity to dig deep into a company’s history, being able to reinterpret it, find its voice, and help it unfold into a beautiful brand story is pure gold to a designer—and a predilection of mine.
The discovery phase of this project yielded very relevant information regarding the brand’s heritage, equity, strengths and weaknesses. After evaluating all the findings, it was determined that the H+M identity could sustain a new design; the color red, however, held too much equity to be replaced. Current executions of the brand showed its DNA as clearly delineated and expressed in the clothing design and marketing communications; however, when it came to the in-store execution, the brand experience simply collapsed. Based on these findings, I set out to establish not only a new brand identity, but a cohesive and comprehensive brand experience with an undeniable emotional connection between brand and consumer.
Art direction + Lettering + Illustration + Copy Writing: Maya Ostrander
BRANDING | Logo, Typography, Illustrations, Tagline
/ THE IDENTITY /
H+M has strong Scandinavian roots, and its new identity is strongly based by the Swedish flag, the brand’s place of birth. A play of positive and negative spaces create a bold treatment for the letters H and M, with the plus sign offering a delightful sense of discovery. This sleek graphic treatment offers a confident, neutral canvas to the more expressive elements of the brand’s new tool kit. Red remains in place, complemented by a silver and white color palette.
STORE DESIGN | Storefront, Siting Areas, Fitting Rooms, In-Store Shopping Bags
/ RETAIL SPACE /
This is where it all comes together and the magic happens! The identity, color palette, language, illustrations and lettering comprise H+M’s new tool kit, empowering the brand’s retail experience to go from generic to ownable, memorable, and covetable. The moment the consumers enter the space, they are immersed in the world of H+M: from the store’s facade, to the fitting rooms, to the clothing labels; the dots are now clearly connected, offering authenticity and continuity to the shopping experience.
The clean, crisp lines of the Scandinavian aesthetic carry from the new logo to the interior design. The furnishings and fixtures harmoniously balance the expressive murals and textures. From beginning to end, the H+M brand story has a definite point of view and touches even the smallest of details. To the consumer, this new voice is familiar, yet refreshingly new, and unequivocally H+M.
PACKAGING | Price Tags, Shoe Boxes, Clothing Branding
/ PACKAGING + PRINT /
H+M pioneered collaborations with high-end fashion houses in the design and production of capsule collections.The designer sketches that precede the birth of every collection served as inspiration for the brand’s tool kit: Hand-drawn illustrations and lettering, paired with bold colors and confident language.
ADVERTISING | Billboards