SUM.
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Allsaints Marketing & Brand Identity

Art Direction, Branding, Digital, marketing, marketing agency, Packaging, Print, Strategy

 

Allsaints revolutionized the modern high street with a range of sophisticated and effortless essentials inspired by a gritty urban aesthetic.

To capture this evolution, SUM. was appointed as their marketing agency and tasked with creating a brand Identity that empowered the brand with a character and personality. Our vision was conveyed through the mission statement, “to create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude”.

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The Challenge

The Challenge

Allsaints revolutionized the modern high street with a range of sophisticated and effortless essentials inspired by a gritty urban aesthetic.

To capture this evolution, SUM. was appointed as their marketing agency and tasked with creating a brand Identity that empowered the brand with a character and personality. Our vision was conveyed through the mission statement, “to create a brand that blends music and fashion into a potent formula of desirable clothing that expresses individuality and attitude”.

 

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Our Solution

Our Solution

SUM. was responsible for all aspects of marketing and brand-creation for Allsaints, from logo and graphical elements, to the end- to-end packaging and experience design as well as digital and social media initiatives. 

The award-winning bespoke handwriting font, commissioned by SUM. has proven to be a defining visual element for Allsaints - both online and offline. The aesthetic penetrates through design decisions, social media strategy, store design and e-commerce.

 

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The Outcome

The Outcome

SUM. produced marketing and a brand identity is still hailed as a benchmark. Over time the concept has been redefined and implemented both in the UK and internationally, becoming one of the most recognised retail identities within the fashion retail industry. 

Marketing · Strategy · Branding · Art Direction · Print · Digital · Packaging