SPOKE is an online D2C menswear brand that combines bespoke tailoring with ready-to-wear to offer custom fit and real craftsmanship, without the cost and hassle of traditionally tailored garments. The launch of a brand refresh project followed a successful round of crowdfunding, plans for a full-funnel marketing campaign, and expansion of the product range. A collaborative project consisting of three in-house creatives (myself included) and external talent.
Brand Identity, Creative Direction, Motion Graphics, Video Editing
Creatives: Ben Hines, Bradley Jack, Rick MacAlpine, James Holborow, Luke Williamson.
2023
SPOKE is an online D2C menswear brand that combines bespoke tailoring with ready-to-wear to offer custom fit and real craftsmanship, without the cost and hassle of traditionally tailored garments. The launch of a brand refresh project followed a successful round of crowdfunding, plans for a full-funnel marketing campaign, and expansion of the product range. A collaborative project consisting of three in-house creatives (myself included) and external talent.
Brand Identity, Creative Direction, Motion Graphics, Video Editing
Creatives: Ben Hines, Bradley Jack, Rick MacAlpine, James Holborow, Luke Williamson.
2023/2024
SPOKE’s previous branding featured a condensed bold sans-serif headline, block-coloured backgrounds, and playful illustrations. The art direction for lead imagery was to hero the trousers – this was done by using unrecognisable models, playful leg shapes, and simple propping.
The branding and creative direction refresh approach aimed to embody real-world editorial imagery, showcase premium tailoring craftsmanship, and feature a more concise and distinctive colour palette.
The SPOKE logo was adapted to incorporate an orange underline — a design element mirroring the brand’s distinctive orange piping found within their garments. Additionally, a new logo animation was crafted to serve as an end frame device across all brand video content.
Example shown below of motion graphic and video ad content created as part of the project for SPOKE.
