Oliver Spencer set up his eponymous men’s fashion label in 2002. As a designer, his ethic was focused, but as a brand owner he struggled to identify and communicate his vision.
My creative relationship with Oliver expanded into a full-blown brand management project, including identity generation, tone of voice development, printed and digital media design and the creation of an online store. The strength and longevity of this partnership was fundamental to the success of our work together.
Following candid discussions with Oliver and his long term collaborator William Gilchrist, we established a set of values: Quality, Practicality & Invention, which helped to encapsulate the spirit of the man, the clothes and the brand. These were expressed in a working mission statement that guided tone of voice and all creative work.
—A Man of Influence
Design inspiration was very much drawn from Oliver’s own character and passions. His love of National Geographic magazine gave us a rich theme of exploration and discovery – the GPS location of his first London store acts as a modern version of ‘Made in England’. The beetle motif, picks up on the designer’s penchant for collecting.
Oliver’s clothes pay homage to hunting and military attire and fine British tailoring, but also draw influence from contemporary streetwear – the creative approach sought to echo this juxtaposition. Modern typographic styling and innovative production techniques reflected the aspirations of a modern brand growing in confidence, while traditional materials and construction helped communicate heritage and craftsmanship.
—Prepared for Travel
The rebrand was developed ahead of an exciting period of geographical expansion and growth for the brand. Retail opportunities had opened up across London, New York and Toronto, and concessions were planned in premium stores such as Liberty and Selfridges. Clearly there was a pressing need to establish a consistent presence, and to enable this we created a versatile visual tool kit to integrate the brand into all touch points across the business.