The process began with the Framework design team running discovery sessions with Loxley to understand more about their business personality, target audience and business goals. From there, our designers were able to begin putting together ideas on aspects of the brand that they could then feedback to the Loxley team and develop further. Loxley wanted the brand to be individual, modern, stylish but approachable, and a strong visual representation of who they are as a business. Our team was able to create a brand for Loxley that used bright and bold colours mixed with softer illustrative elements. We also produced a logo that was simple but with a unique flare attached to the ‘x’ in Loxley, to capture the individuality of the company.
Next, we began constructing designs for Loxley’s full digital real estate, which ranged from their website to their social media output. Loxley wanted the designs to fully utilise the new branding and demonstrate a look and feel that united higher-end fashion with human connection and approachability. The Framework design team began by working on the website, using large high-definition images of some of the eyewear that Loxley sells, either as stand-alone images, or pictured on people. These images were then dispersed with softer illustrations designed digitally and using colourful shapes and bold lines. The illustrations were used as a device to steer the brand away from the exclusivity of ‘high-fashion’ and capture more of the human side of the Loxley family business. The website’s look and feel was carried through to other aspects of Loxley’s digital estate, for instance, the social media accounts were created assets that utilised the soft illustrations and bold pops of colour.
Framework also supported Loxley with designs for their shopfront signage and in-store collateral such as window graphics, bags, flyers and a-boards. The team worked on designs that were simple and sleek, often using the brand name and single-colour outlines of eyewear. In this way, the signs were kept minimalist to simply convey the brand and capture the stylish yet accessible ethos of Loxley.
