Hayley Menzies
London-based luxury ready-to-wear label specialising in silk, knitwear and lasting treasures made for life's maximalist souls.
Brand positioning; visual identity and image development; website, lookbook and packaging design; social media ads and posts guideline design; seasonal image art direction.
Created at Bureau Helmlinger.
In 2016 Hayley felt a bit stuck with her brand and wanted its identity design to get refreshed. She asked SVI Design for help, where I was employed at that time and I worked closely with Sasha on the thorough brand audit and design of the new brand look.
Hayley loved the way I put together mood boards to illustrate the positioning of the brand, with its origin on Portobello Road market, the surrounding bohemian Notting Hill area and its wild lifestyle of rock'n’roll music with models and stars hanging around, the inspiring trinkets and vintage fashion from the market, and her love of feline creatures.
Sasha created a logo that reflected this eclectic atmosphere perfectly and also gave the brand the unique glamourous touch it deserved.
The new colour scheme consisted of a lot of white space, a subtle powdery pink highlight colour and the strict usage of the font Trade Gothic, set in Light for copy and Bold for headlines, in black only. The packaging design of the swing tags and mailboxes picked up on Hayley’s feline love with a delicately embossed ocelot pattern, in glossy white on matt white paper. We also designed the website.
Created at SVI Design.
The Hayley Menzies brand flourished and it was beautiful to see how department stores like Liberty and Harrods started to stock her.
In late 2020 I received a call from her directly. Her brand had grown immensely, especially through online sales during lockdown times: everybody needed some chic knitwear to wear in video calls. Now Hayley needed some help with her brand image style. We worked closely together to define a dynamic image look, that represented her new position as an internationally successful, independent, high-quality and accessible luxury brand.
I then went on to develop a lookbook template with Doris-style cropped images, gave the website a refreshed design with emphasis on big images, and designed several presentation deck templates as well as some packaging items, like a sticker book that goes in each mailbox.
Created at Bureau Helmlinger.
One big part of my work for Hayley Menzies was to build guidelines for their social media posting and advertising. Working closely with Hayley, the marketing and the digital team, I defined their paid social ads’ categories and allocated a certain design style to each. I defined headline and design rules. I also created Instagram season launch post templates in three different collage styles that can be adapted to new seasons whilst keeping a consistent overall brand look.
Created at Bureau Helmlinger.