Background
Edit Suits reached out to me if I could help them define a new made to measure D2C proposition. This online platform would be a springboard to create made to measure shirts which would get their sizing from big data.
Client
Edit Suits
Year
2021
Agencies
Neverland – Strategic / Creative
OWOW – Development
Team
Fabrizio Di Bon – Creative Director / Lead
Vanessa Inggs – Brand Strategy
Stu – The Copywriter
Rui Almeida – Illustration
Ricardo Coelho – Animation
Edition One. Own your choices.
Venturing as Creative Director, I was responsible for the brand strategy, brand name, campaign concept and for leading the external agencies and specialists involved in building a new digital proposition for the British Suits brand Edit Suits.
In April 2020, I facilitated my first fully remote brand sprint with the UK team to understand what Edit Suits wanted to achieve with this new proposition. The outcome of that session became the foundation for the brand framework, shaping everything from the positioning and identity to the principles behind the launch.
Brandsprint outcome
01 – Define the Ambition
We started by defining what the brand wanted to become and why it should exist. The workshop revealed a clear ambition: to move beyond traditional tailoring and build a more modern, culturally relevant brand driven by technology. The team saw a future in which data and on-demand production would become central to the business, transforming the way people shop and making personalisation possible at scale.
02 – Shape the Brand
With the ambition in place, we translated it into a distinct brand framework. The workshop led to a positioning rooted in individuality and inclusivity: a brand for people who want to make their own choices and express who they are. This became the basis for the values, audience and personality of Edition One: innovative through technology, ambitious in its outlook, and human in the way it represents real people and diverse identities.
03 – Claim Your Space
Finally, we defined how the brand should position itself in the market. The outcome was a more specialised, outspoken and progressive brand, one that could stand apart from traditional tailoring and compete with more established players. The ambition was to create a brand that felt younger, friendlier and more rebellious, while ultimately becoming a leader in made-to-measure and made-to-order fashion.
Ashley Walters for Edit Suits
Image of Client with Edition One shirt
And one that ensures that all involved parties
are taking responsibility with respect to
ethics and sustainability.
Own Your Choices with Edition One
The Narrative
A new world needs a new breed of fashion company
One that creates the exact products customers want.
No guessing or forecasting required.
One that then only produces what is sold,
without any unnecessary wastage.
One that changes the economics of fashion,
by streamlining and automating its supply chain.
One that can sell globally,
with only one centralised operation.
Edition One
The brand name's origin lies in the vibrant art and print scene. Creativity and craftsmanship intertwine to create meticulously crafted shirts, each embodying a unique edition. Distinct fabric, exquisite detailing, and tailored size enhance the exceptional quality.
Own your choices
I wanted the promise short, strong and directive while also aiming to promote diversity and individuality among our valued customers. Edition One strongly believe that each person has unique characteristics, regardless of body type, jawline, or age. What unites them is their determination to assert their identity and exercise their autonomy, defying societal norms.
Visual identity
Edition One – Own Your Choices –
Edition One – Own Your Choices –
Visual Identity – Logo Design
One of One for Everyone
The identity is designed to feel understated, confident and distinctly individual. Rather than creating a loud or traditional luxury logo, we chose a restrained wordmark that lets the idea behind the brand speak for itself.
To subtly express the idea of being one of one, the i’s are replaced with the number 1. A small, unexpected gesture that gives the identity its own character and makes the logo instantly recognisable.
The result is a mark that feels intentional in its simplicity, human in its individuality and just distinctive enough to stand apart.
Digital Experience
Product Detailpage
Start of personalisation
Homepage
Immersive Shirt Detail Page
I've developed a new, immersive product detail experience that provides rich, detailed information as users scroll through the page. This dynamic interaction enhances the way customers engage with the product, offering a more in-depth and visually compelling exploration—down to the finest details of a shirt.
When to wear
Different fabrics serve different purposes based on the weight and structure of the cotton. That's why I’ve included tailored advice on when each shirt is best suited to wear, ensuring you always choose the right one for any occasion.
Easy to handle
Ironing shirts can often be a hassle, which is why I’ve added a ‘difficulty level’ parameter for cleaning and maintenance. This feature helps you easily assess how hard or easy it is to care for each shirt, making your choice even more convenient.
The Supply chain
In the world of cotton and shirt-making, many customers want to know more about the suppliers behind the fabrics. That’s why, as you delve deeper into this product experience, you’ll uncover increasingly detailed and technical information, including insights about the near-shoring suppliers behind the cotton.
Everyday Fabrics
To round out the in-depth information on each shirt, we provide precise details on the fabric’s weight per square meter, along with insights on how it feels when worn. This helps you understand the quality and comfort of the material at a deeper level.
Throughout this project, I have effectively guided and overseen a highly skilled group of User Experience Designers and Developers in the creation and development of this unique and tailor-made platform. Our collective efforts have resulted in the launch of a versatile and adaptive atomic design system, which enables seamless scalability and fosters optimal user experiences.
The Design System
The everyday individual
We collaborated with London-based photographer Nicole Gomes and a team of on-site and remote specialists to bring this shoot to life. It was a challenging period, as COVID restricted the ability to work in close collaboration. The cast was selected to reflect the wide range of cultural and ethnic backgrounds that shape London’s urban identity.
Catalogue
About Edit Suits Co.
Edit Suits Co. offers the custom suiting experience without the bespoke price tag from London to Manchester to Zurich ending up in even Singapore.
The perfect suit, tuxedo, shirt, or chino should be well-made and custom-tailored. Most importantly though, it should be unique and special.
With thousands of fabrics and countless customisation options available, Edit Suits Co. can relieve much of the pressure of finding the perfect garment by helping you to create your own.
Team
Business strategist
Brand designer
Copywriter
Illustrator Artist
Ux Designer
Ui Designer
Full stack Developer