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Fashion brand FatFace has seen many successes since it’s conception in 1988, when two ski enthusiasts started selling t-shirts to fund their hobby. Thirty years on, we developed a new identity to help bring renewed life to the brand.

In close partnership with FatFace’s in-house studio, our team has worked across discipline; from graphics, photography, film and advertising to digital and social media. We continue to work closely with the brand to conceptualise and deliver seasonal campaigns from start to finish.

Focussing on the ethical and environmental beliefs that are at the heart of the FatFace brand, we’ve helped drive the strategy and brand voice forward to attract a new and more varied customer base, whilst driving their style credentials.

FatFace new logo and imagery showing

Working through the seasons

Brand identity

We were commissioned to elevate the FatFace brand to have a more confident fashion presence, communicating a clear balance of life and style. We re-designed their identity into a confident, bold and fashion first identity that uses three distinctive facets cutting through three of the characters.

These facets reference and celebrate the original heritage of the black runs of Val d’Isère in their very first logo, whilst creating a dynamic graphic style.

FatFace brand guidelines
FatFace brand guidelines - new logo showing facets
FatFace brand guidelines typography
FatFace brochure cover

Time well spent

Campaign development

We began collaborations with the FatFace campaign team mid-way through their preparations for Winter 2018. In line with the new brand identity, which was due to launch at the same time, we developed the ‘Time Well Spent’ campaign to introduce customers to the new brand proposition.

Working with existing assets, as well as planning and managing a number of photoshoots to capture new content, this campaign was delivered to a tight schedule, across disciplines such as direct mail, motion, photography and digital.

FatFace Winter catalogue cover
FatFace new studio photography
FatFace winter catalogue spread
FatFace - studio photography dress up
FatFace new studio photography
FatFace website - the art of layering

Communicating across channels

Digital strategy & user experience

As part of the ongoing work in rebranding FatFace, we worked closely with the internal web team. Alongside a large research project, we delivered strategic and creative direction focussed on and their social media channels, as well as concept visuals for seasonal campaigns.

FatFace website homepage
FatFace website womens product page