LOVE.

Personality & Positioning

My last LOVE. project, (my swan song, if you like) was creating a new personality and positioning everyone at the agency could get behind.

After ‘storytelling’ became buzzword of the century, we decided it was time to jump off the bandwagon and lose the ‘Stories Well Told’ tagline. Tasked with filling its shoes, I knew I wanted to create something far more gutsy. I wanted us to stand by a provocative statement, and avoid all the inter-disciplinary cliches.

Head of Culture, Kat Towers and myself looked at the LOVE. way of doing things for the answer. We found it, and an outdated and ignored strapline was replaced with an agency behaviour, and defiant promise to clients.

And so, I left LOVE. not quite as I found them.

PERI.A

Agency: LOVE

After a friendly tip off in a Beverly Hills hair salon, the story goes that LA socialite, Peri Arenas, dialled across the pond in search of someone to brand the shit out of her new fashion business. And boy, did she mean business. 

Peri wanted to front it all, ultimately looking for someone
to capture her sass-tastic taste and personality in every pixel
of the PERI.A brand. 

Taking cues directly from the playful fashion labels she loves, and throwing her straight-talking style into the mix, the PERI.A. brand was born. The result – a brash identity dripping with attitude, and a tone of voice that cuts through the bull.

Häagen-Dazs – Brand Book

Agency: LOVE

After the gruelling task of tasting every flavour going, agency, LOVE. transformed Häagen-Dazs from an ageing icon being
left on the shelf, into a wonder of packaging. And now they had a new do, it was time for a brand book that would help them scream about their ice cream worldwide. 

As well as refreshing and redefining the global guidelines around copy, this feat of branding finally told the founders’ story, and brought brevity to a heavyweight that had become
a design hodgepodge.