When they approached us, FUL (Fashion Uniforms Limited) had been in business since 1966. They had a loyal core of corporate and healthcare customers, as well as a great reputation within the apparel sector, but their brand assets were dated. As the only New Zealand uniform producer with a local manufacturing capacity, they deserved a brand that could strut its stuff with confidence.
Our first move was to ditch the FUL acronym and revert to Fashion Uniforms – a name that is both memorable and benefit-driven. Next step was development of logo forms and visual brand assets that reflect the heritage and standing of the company, but are also totally at home with current fashion industry graphic design trends.
The new brand design, which has rolled out across all physical and digital communication platforms, has truly put the fashion back into Fashion Uniforms. In particular, the bespoke website (with sophisticated back-end functionality) and exhibition stand design have had a dramatic effect on sales. Market reaction has been overwhelmingly positive and the company is steadily gaining new customers.
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