Self-Portrait / Brand creation & development
A portrait
of yourself.
From the first word to every expression of the brand.
One idea. Every expression.
Our work for Self-Portrait began with its name and identity and grew across the brand’s creative, marketing and online services.
We developed the branding and packaging, created catalogues, retouched images for publications including ELLE and Vogue, and built the complete website and backstage system. Each part belonged to the same story: the person, the clothes and the image they create together.
Our contribution
- Naming & branding
- Creative direction & packaging
- A3 catalogues & editorial design
- Marketing & image retouching
- Online services & website
- Backstage system & product experience
01 / The name
What you wear.
Who you are.
We brought together self and portrait around a simple thought: clothes can be a self-portrait.
A shape, a texture, the way something is worn: each reveals something of the person. The name lives in that meeting between someone and their reflection — what they wear, what they express and what they make their own.
02 / The identity
A name that
holds its own.
The bold lowercase wordmark gives the name a clear presence beside the portrait. In the early editorial work, it moves between horizontal and vertical compositions, photographs and open space.
The identity carries through the brand’s physical and digital expressions, from packaging and catalogues to campaigns and online communication.
03 / Editorial design
A3.
Room to look.
The catalogue brought the collection into print, at a scale that gave the clothes room to be seen.
Studio portraits establish the mood. Three views of each look reveal its silhouette and details. A consistent rhythm connects the collection while allowing each piece its own space.
Original editorial photography and selected three-view collection imagery.
04 / The website
A quiet frame.
An open canvas.
A white bar above, a centred menu, and the rest of the screen left open for the collection.
We designed the original website around that simple architecture. Full-screen photographs, video and changing compositions could take over the canvas while navigation kept a consistent place.
The archive preserves early experiments with split imagery and collection layouts. The same broad principle remains recognisable on today’s site: navigation above an expansive visual canvas.
See the current Self-Portrait website (opens in a new tab)
05 / Inside the product page
The composed image.
The candid moment.
We brought backstage into the product detail page, alongside the carefully presented studio image.
The contrast was deliberate. One view showed the garment styled and composed; the other showed the model wearing it backstage, without retouching. Together, they brought the editorial image closer to the experience of the clothes.
Backstage became part of understanding the product, with the person still in the picture.
06 / Collection browsing
One garment.
Three views.
The gallery revealed three views on hover, giving each garment more than a single first impression.
The front, the turn and the back let people explore the shape before opening the product page. That attention continued inside, through close details, studio imagery and backstage photographs.
One frame. Three perspectives.
Move across the three zones, or choose A, B or C.
The scale of the image
See more.
Look closer.
We gave product photography a much larger presence, making the garment something to explore in detail.
Large images brought fabric, construction and silhouette into view. Alongside three-angle browsing and candid backstage photographs, they made looking closely a central part of the shopping experience.
Open the larger image (opens in a new tab)07 / Beyond the screen
A complete
creative world.
The work extended across packaging, marketing, catalogues and online services. We prepared and retouched Self-Portrait imagery for different publication formats, including ELLE and Vogue.
The early newsletter artwork carries the same wordmark and portrait language into another setting. Across print, communication and the website, the name remains connected to the person in the image.
Explore the original product-page study
This early working layout brings studio views, fabric details, model measurements and backstage images into one product page. It contains provisional product copy.
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