BASIC RIGHTS
Freddie Cowan of ‘The Vaccines’ was spending day and night in the recording studio in New York, perfecting his next record. He kept confronting a distraction: his clothes. He needed high-quality clothes that fit well and wouldn’t interfere with his work. He partnered with master tailor David Chambers and together they created Basic Rights, a collection of essentials that frees creatives to focus on their work.
DELIVERABLES:
Brand Strategy, Interactive Design, Logo Design, Package Design, Product Photography
THE CHALLENGE
Basic Rights presented us with the same challenge they faced themselves: elevated simplicity. How do we present fashion to creative men? We encouraged Basic Rights to answer this question by expanding their definition of a creative. The company story reflects why a musician would want high-quality staples but what about the writer, the painter, or the dancer? These artists also need well-tailored clothes that can be lived in, clothes that can be worn with the sleeves rolled up, barefoot in the studio, and loaned to a partner. We used this conceptual framework to guide the branding.
AN EDITORIAL WEB PRESENCE
Basic Rights came to us with a website that felt cumbersome and out of line with their product offering.
We created a custom template on Shopify and implemented a web layout that reads like an editorial. Large imagery, ample white space, and user-friendly navigation resulted in a site that now echos their brand story.
Since the founding, Freddie Cowan has featured other creatives on a Basic Rights blog. We are continuing our partnership with Basic Rights to implement a digital marketing component that will leverage this blog content and drive sales. After tightening the look and feel of the brand, Basic Rights is now ready to take the next step and market to a larger audience.
ART DIRECTION FROM ACROSS THE OCEAN
Step one to streamlining Basic Rights’ digital presence was to create new imagery. Basic Rights wanted to use local British models for their lifestyle photography so we art directed the shoot from across the ocean. We created 3 style guides outlining what poses, compositions, and arrangements would work best on the new website.
Meanwhile, in Los Angeles, we created product photography, flat lays, and grid imagery at our studio. The combined portfolio gave us the imagery needed to tell a nuanced brand story.
