A clean, flexible identity spanning ecommerce, product presentation and physical festival retail.
From gym to street
James supported the rebrand of Designed by Gigi across its website and festival pop-up presence. A soft pink and deep maroon system gave the brand a recognisable world while keeping product photography prominent.
The ecommerce structure made sports bras, crop tops and leggings easier to explore, with the signature identity applied consistently across product and campaign pages.
A physical extension of the brand
Pull-up banners and pop-up signage used bold active imagery to make the collection visible in busy event spaces. The work translated the same identity between a close-up shopping journey and the faster recognition needed on a festival floor.