Lyle & Scott
Our campaign for Lyle & Scott included brand design, brand guidelines, email campaigns, advertisements on posters, and in magazines across the UK.
The Challenge
Lyle & Scott’s brand identity had become closely associated with a harsh, subcultural crowd, limiting wider appeal.
What We Discovered
Their use of bold, block colours and rigid design language alienated potential customers who viewed the brand as dated or unapproachable.
The Problem
The company wanted to retain its heritage while repositioning itself as fashion-forward and accessible to a broader demographic.
Understanding The Brief
Their campaigns lacked a strong hook that resonated with a modern British fashion audience.
Approach
We softened Lyle & Scott’s image with a pastel-led rebrand that modernised their heritage and opened the door to a broader, fashion-forward audience.
Solution
We revitalised Lyle & Scott’s visual identity to make the brand feel modern, approachable, and relevant again. Without losing its heritage.
Identified the need for a full brand redesign, shifting from bold, block colours to a softer pastel palette that aligned with contemporary fashion trends.
Refreshed typography, photography, and layouts to introduce a lighter, lifestyle-led aesthetic that connected with a broader audience.
Developed comprehensive brand guidelines spanning social media, website, email, and campaigns to ensure visual consistency across every touchpoint.
Produced mockups and rollout assets that blended modernity with legacy, keeping the golden eagle emblem central while presenting it through a fresher, more fashion-forward lens.
