We built a brand from scratch for Commonry that delivers fashion fit for more
Commonry is fashion’s new middle ground: they're creating a new space that doesn’t force women to be just ‘standard’ or ‘plus’, bridging the gap by offering expertly-designed, foundational fashion in a range of sizes that's fit for more. Launching with sizes 10-22, online and in with two flagship stores & 18 David Jones locations.
Campaign Art Direction
E-com Art Direction
Woven Label System
Swing Tag System
Video Creative Direction
Commonry's mark is a symbol of the symbiotic relationship between the experts, and her, the inspiration. Together they reinforce each other.
Tone of voice
We developed messaging and a tone of voice for Commonry that is confident, real, and cuts the fluff. We never talk to women about their size or body: instead we speak to them about our expertise and simply sell them better options. Their body is their business. Fitting it is ours.
The Commonry logotype has an interlocking ‘C’ and ‘o’ to reinforce the symbiotic relationship between Commonry, the experts and her: the inspiration. In drawing the logotype, we took extra steps to test optimal sizing and created formats for embroidery and large format to always retain the highest integrity wherever it shows up.
We developed SEO-driven naming for the launch collection, and worked to best capture and celebrate garments while also capturing search results on department store websites.