INFRMD

Embracing design thinking and a product-driven strategy, we created a new brand of INFRMD. By weaving a modern visual language and crafting a rejuvenated Digital Platform, we ensured the brand's values, stories, and digital products seamlessly interfaced with the modern-day consumer.
Capabilities
Design strategy
Creative design
Brand design & identity
Human-machine interaction
Visual language
Industry
Retail & Distribution, eCommerce, B2C companies
Client
Informed

We created a design concept to yearn for a fresh, contemporary makeover without losing the brand's foundational values. Our objective was twofold: reposition INFRMD to resonate with the values and aspirations of Gen Z while fortifying its eco-first, sustainable identity.

Embracing design thinking and a product-driven strategy, we created a concept of a transformative journey with INFRMD. By weaving a modern visual language and crafting a rejuvenated brand platform, we ensured the brand's values, stories, and products seamlessly interfaced with the modern-day consumer.

Why we took this job

  • Conceptual Exploration Reflecting Real Challenges. Our work with INFRMD, while conceptual, highlighted genuine challenges businesses face during post-acquisition shifts. This project emphasised our expertise in design thinking and our ability to modernise a brand for the Gen Z audience without losing its essence. Such theoretical exercises showcase our capacity to solve intricate branding issues in the business landscape.
  • Value-Driven Solutions in Theory and Practice. Though INFRMD isn't a real-world company, the branding dilemmas are still real. Our approach demonstrated how we seamlessly integrate a brand's values across various touchpoints, ensuring resonance with its audience. This conceptual endeavour illuminates our strength in delivering holistic, value-driven solutions for brands undergoing transitions.
  • Beyond Design: Strategy for Real-World Application. Our conceptual strategies for INFRMD, from the '0.00' app icon to the "Made to Last, Not to Landfill" slogan, emphasised our dedication to in-depth brand strategy. While the project was hypothetical, it underscored our readiness to offer strategic solutions that are actionable and relevant to businesses with real-world challenges.
In offline settings, we use 'INFORMED' for clarity and impact. We opt for the succinct 'INFRMD' online to align with digital efficiency and quick recall.
We've created a dedicated waiting list page template to cater to demanded capsule collections, ensuring enthusiasts can secure their piece of this limited-edition release. This approach facilitates smooth reservations and underscores the collection's exclusivity and our commitment to our engaged audience.
The '0.00' app icon is a testament to our ethos of transparency and reset. It embodies starting from scratch, zeroing out complications, and emphasising accuracy in every transaction or interaction. It's more than just numbers; it's our commitment to a clean slate and precise execution.
Our chosen palette of soft greys juxtaposed against a bold black carries deep significance. The subtle grey tones embody minimalism, purity, and clarity, mirroring the brand's ethos of transparency and simplicity. On the other hand, the pronounced black serves as a firm anchor, emphasising depth, strength, and timelessness. This interplay of colours provides a visual balance, blending simplicity with sophistication, making our brand distinct yet approachable.
Given the delicate balance required for repositioning INFORMED, our font selection was instrumental. We opted for LAY GROTESK as the primary typeface, reflecting the brand's modern transition and its ambition to resonate with Gen Z. Its crisp and contemporary demeanour mirrors the brand's evolution and fresh design approach. Conversely, SLIGOIL, our secondary choice, pays homage to INFORMED's boutique origins and European heritage, bringing a nuanced classic touch. This blend seamlessly marries INFORMED's past and forward-looking vision, crafting a typographic narrative that aligns with the brand's journey of reinvention.
We meticulously crafted a comprehensive suite of physical assets for INFORMED's offline stores, from tailored clothes labels and unique poster sets for targeted advertising in the tube, to bespoke design elements for home essentials
For INFORMED, our digital touchpoints are meticulously tailored. The desktop website unfolds the brand's narrative with depth, the mobile site offers swift, intuitive browsing, and the app enriches user engagement with personalised features. Together, they ensure a cohesive and immersive experience across all interfaces.
We simplified INFORMED's checkout to be quick and straightforward. Fewer steps mean fewer dropped carts and a smoother buying experience for everyone.
For INFORMED, we created a physical assets library to guide the design of their home essentials, ensuring a uniform and practical approach across all items.
We crafted a complete set of templates for INFORMED's social media channels. These templates, designed for consistency and ease of use, allow the brand to maintain a cohesive online presence while efficiently rolling out content across various platforms.
We designed a clear and straightforward menu for INFORMED, devoid of distracting effects, to ensure intuitive navigation and user-friendly interaction.
We developed a set of clothing labels for INFORMED, ensuring that each tag carries essential information while aligning with the brand's minimalist and eco-conscious ethos.
Our rigorous attention to detail went beyond aesthetics; it was instrumental in building a holistic customer experience. From the tangible touch of clothes labels in INFORMED's boutique stores to the seamless digital transition across the brand's desktop website, mobile version, and app, we ensured that every interaction point resonated with the brand's ethos and catered to the discerning tastes of their Gen Z target audience.
We conceptualised a vending machine for INFRMD, providing a unique and efficient way for customers to purchase their essentials on the go, merging modern convenience with the brand's dedication to sustainability and quality.
We curated unique sets of posters for the UK tube audience for INFORMED. These designs were specifically crafted to capture the attention of commuters, integrating the brand's values and aesthetics in a way that resonates with the fast-paced environment of urban transit.
Recognising the significance of Instagram Reels in contemporary social media strategy, we developed a library of templates tailored for INFORMED's Reels content, ensuring the brand's messaging remains consistent, engaging, and on-brand across this pivotal channel.
For INFORMED's city-wide campaign, we crafted a compelling series of ads strategically positioned to captivate urban dwellers. Drawing inspiration from the brand's eco-first approach and commitment to the essentials, these ads elevated the brand's visual narrative and resonated with the urbanite's desire for sustainable, quality products. This initiative effectively increased brand visibility, reinforcing INFORMED's presence in the urban landscape and the minds of its audience.
We developed a resonant concept titled 'Made to Last, Not to Landfill' for INFORMED. This slogan encapsulates the brand's core philosophy of producing durable, quality products while emphasising its commitment to sustainability. In a world where fast fashion and disposable products dominate, our concept positions INFORMED as a forward-thinking brand that merges longevity with responsibility, ensuring that each item crafted is a testament to sustainable luxury and thoughtful design.

What we did

  • Design strategy
  • Visual language
  • Brand platform and identity
  • Customer Experience Reimagining
  • Creative design
  • UX/UI and a Design System for eCommerce
  • Physical Assets for offline stores

Execution Highlights

  • Mobile-First Design Philosophy: We adopted a mobile-first design philosophy to recognise Gen Z’s penchant for mobile shopping. The result was an app interface optimised for smaller screens, ensuring seamless navigation and an immersive brand experience on mobile devices.
  • Profound Design Strategy: A comprehensive design strategy beyond superficial improvements was at the heart of our approach. We dove deep into INFRMD's ethos, aligning its vision with actionable design tactics. This strategy became the bedrock upon which all subsequent deliverables were built.
  • Integrated Offline-Online Experience: For INFRMD's customers, the journey might start online but culminate offline, or vice versa. We ensured the transition between these spaces was fluid and consistent, offering an omnichannel brand experience.
  • Emotionally Resonant Design: Targeting Gen Z requires connecting at an emotional level. Our designs transcended mere aesthetics, evoking emotions and values synonymous with sustainability, eco-consciousness, and premium quality.
In our conceptual exploration with INFRMD, we delved into the complexities a brand might face when redefining its identity post-acquisition while maintaining its original essence.

This allowed us to demonstrate how we facilitate such a transition, prioritising a sharp design strategy that caters to the interests of Gen Z in today's eco-conscious climate. We envisioned a complete overhaul of the visual language, the foundation of a cohesive brand platform, and the enhancement of both digital and traditional customer experiences.

By blending tradition with innovation, we showcased how we address the nuanced challenges of repositioning a brand after an acquisition, ensuring a hypothetical smooth transition in the market landscape. This endeavour highlights our dedication to offering actionable solutions to intricate branding dilemmas.

Outcomes

  • Brand Consistency: A cohesive brand identity and visual language ensured that INFRMD presented a consistent image across all touchpoints, be it online, offline, or on promotional materials.
  • Elevated Customer Experience: With the reimagination of the customer experience, both online and offline, consumers enjoyed a more intuitive, engaging, and emotionally resonant journey with the brand.
  • Future-ready Framework: The design system we established ensured that the brand can evolve with emerging trends, reducing the need for frequent overhauls and keeping INFRMD always in vogue

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