Mary Beth Currie became a fashion designer by accident. She damaged her rotator cuff in the gym leaving her unable dress herself. Instead of feeling helpless, it inspired her create a line of clothes to help other women faced with hand disabilities caused by arthritis, stroke, or simple injury. Every piece of clothing is easy to put on thanks to signature front closures using innovative zippers and magnets. The fashion label RalstonWilliams was born.
Mary Beth approached me to brand her new label and design marketing tools to promote her collection to fashion buyers. The first step was to create a mark that would stand the test of time. Inspired by the classic French fashion houses, we settled on a simple wordmark with beautiful typographic features. The tagline “Effortless Style” was written to communicate the stylish garments and dressing with ease. The wordmark’s silvery grey colour scheme was chosen to compliment any garment in the collection while subtlety referring to her customer’s hair colour.
To bring the brand to life, I recommended Chris Chapman, an exceptional fashion photographer, to shoot the collection. Shot in studio on a rich grey background, the photography captures the effortless style that defines the brand. To present the first collection to buyers, a simple but adaptable website was designed. It is fully responsive so the clothes can be viewed equally well on mobile phones, tablets and desktops and it features tools to magnify images and buttons to share them easily on social media.
Mary Beth was a terrific client who gave me the freedom to create an identity that was carefully designed demonstrating that successful branding is no accident.
Photography © Chris Chapman