ABOUT

The space Crew occupies has become increasingly crowded with brands like White Stuff, Sea Salt and Boden providing stiff competition for the mid-market. The Crew product & brand were beginning to look dowdy in comparison, particularly for the all-important female customer. Crew needed a major overhaul.
Whistlejacket worked with the management team to create a Purpose which would underpin the refresh the brand so clearly needed. We updated the brand identity and created brand guidelines and a brand world encompassing everything from copy tone and photographic style to product design. We worked with the head designer to create inspiring customer archetypes around which to build new clothing designs. We are currently engaged in designing their new stores, inside and out.