e+w intro jan2012

WWW.EGELNICKANDWEBB.COM T 020 7739 3339

EGELNICK AND WEBBDESIGN AND ART DIRECTION

ZETLAND HOUSE 5–25 SCRUTTON STREETLONDON EC2A 4HJ

EGELNICKANDWEBB.COM+44 (0)20 7739 3339


EGELNICK AND WEBB

Egelnick and Webb is a boutique creative agency, based in London but working with global clients. We work primarily with luxury brands in the fashion, property, drinks and beauty sectors. We have worked with many companies on a strategic level to achieve their global aspirations and marketing objectives.

We specialise in branding, art direction, campaigns, print materials, social media strategy, online communications and film. Our creative team is supported by people who understand strategy and marketing communications, which means we ensure the work we do is on target, and effective.

We are lucky enough to work with some of the world’s most beautiful brands.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 CLIENTPROJECT NAME

CLIENTS

AganovichBoutique by JaegerBritsh Fashion CouncilBritish LandCB Richard EllisCalvin KleinChivas RegalCliniqueEstée LauderFinchattonGiles DeaconThe GlenlivetHouse of HollandHubJaegerJimmy ChooJohn Lewis

Johnnie WalkerJonathan KelseyKetchum KrugL’OréalLulu & Co.LuellaMatchesMatthew WilliamsonMichael LewisPradaQasimiRoyal SaluteSamsoniteTanquerayViktor & RolfWilliam Tempest


BRIEF

Jonathan Kelsey is a luxury shoe designer who learned his trade working at Jimmy Choo. He has collaborated with many luxury brands including Pucci, Giles, Mulberry and Cacherel. Our brief was to develop a brand that catapulted him into the luxury shoe market. Egelnick and Webb developed his logo, visual language and aesthetic to communicate the sexual nature of his footwear. This was rolled out across photography, packaging and printed materials. Jonathan Kelsey continues to grow his label around the globe, recently being nominated for Accessory Designer of the Year at the British Fashion Awards.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEY AUTUMN/WINTER 2008 ART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEYBRANDING

JONATHN KELSEY BRAND GUIDELINES

1.01LOGO - CLEAR SPACE AND SIZES

CLear SpaCe arOUnd primary LOGO

CLear SpaCe arOUnd ShOe LOGO LOCk Up

minimUm Size fOr primary LOGO

5mm high

20mm wide

no other elements should be added inside the border

when vertical height of space for logo is less than 5mm, seondary logo lock up should be used

JONATHN KELSEY BRAND GUIDELINES

LOGO - LOCK UP AND USAGE

primary LOGO

primary LOGO - white primary LOGO with LOCk Up

SeCOndary LOGO

1 .00

for use on lookbooks, shoe boxes and all collateral where space is available

for use on black or coloured backgrounds (black box not part of logo)

for use in shoes only

for use as a supporting logo or when a format does not allow for the primary logo (see logo sizes 1.01)

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEYBRANDING

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEY AUTUMN/WINTER 2008 LOOK BOOK

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEY SPRING/SUMMER 2009 ART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JONATHAN KELSEY SPRING/SUMMER 2010 ART DIRECTION EGYPTIAN SCI-FI


BRIEF

House of Holland is firmly established in the international fashion scene. It boasts an impressive roster of international premium stockists including Browns Focus, Selfridges, Harvey Nichols, Colette, Opening Ceremony and Barneys.

Egelnick and Webb have worked with House of Holland for over six seasons, helping define his brand identity and message so the catwalk collection remains a premium offering over-arching the various collaborations and brand extensions.

As part of House of Holland’s social media strategy we updated his website using HTML 5 so it can be viewed across multiple platforms including handheld devices. The website is driven by a CMS system so that the team can update the site with news as and when ithappens.

With the new website, all routes ultimately lead to the shop (there is also a Facebook shop), as the aim was to increase e-commerce. Within the first 4 weeks sales have risen by over 500% with typical weekly sales topping a usual month from his old website. Facebook and iPhone apps are currently under development.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 HOUSE OF HOLLAND WEBSITE

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 HOUSE OF HOLLAND WEBSITE E-COMMERCE AND FACEBOOK

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 QASIMI HOMMEA/W2100

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 HOUSE OF HOLLANDSPRING/SUMMER 2009 LOOK BOOK

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 HOUSE OF HOLLAND AUTUMN/WINTER 2009 SHOW/PARTY INVITE


BRIEF

John Lewis was looking to launch an authentic menswear range to target the younger mindset. Highest quality materials, construction and detailing would be used whilst mainting the John Lewis master brand values of - trust, quality, value and service.

Egelnick and Webb were engaged to help evolve the scope and possiblities of the project, creating the name, ‘brand world’ and a top down articulation of the proposed direction.

Within the first three months of launch sales exceed expectation by 30%.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JOHN LEWISJOHN LEWIS AND CO. BRAND IDENTITY

GREAT BRITISH CRAFT SINCE 1864

QUALITY FIRST

OVER A CENTURY OF TRADITION

TRUSTED SINCE 1864

GENTLEMAN OUTFITTERS SINCE 1864

HONESTY & COMMITMENT SINCE 1864

RESOLUTELY BRITISH

INTEGRITY, VALUE AND RESPECT SINCE 1864

A CENTURY OF KNOWLEDGE AND TRUST

LOGO WORDS HERITAGE VISUALS FORMATS ILLUSTRATION ARCHIVE PRINTS

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DENIM SWING TAGS JACKETS SWING TAGS

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Makers of

THE FINESTCRAFTEDMENSWEAR

since. . 1 8 6 4

Handcrafted and made for a lifetime. Our gar-ments represent the high-est craftmanship, integ-rity and innovation while never comprimising on fit and style. . . . . . . . . .publin dem pubi supic ingulatam patque norei st ocus, esum duis solearMADE FOR A LIFETIME!

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Our wool mills have been manufacturing fine wor s ted fabr i c s fo r a lmos t

100 years in Bramley, West York-shire. The mill is still owned and run by the fourth generation of the family. We are committed to tradition, functionality and du-rability in clothing manufacture.M A DE F O R A L I F E T I M E

JOHN LEWIS WOOLLEN MILLS

G R E AT B R I T I S H C R A F T S I N C E . . 1 8 6 4

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THE FINEST CRAFTEDMENSWEAR

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BRIEF

Jaeger is a long established high-end retailer in the UK that has provided men’s and women’s fashion since 1884. Jaeger approached Egelnick and Webb to develop a mark that they could use alongside their main brand to signify their heritage and brand. Egelnick and Webb worked alongside their Creative Director to develop an icon that can be used singularly, or repetitively to create a pattern. We developed strict guidelines for the application, and over time, this will become an established and recognisable part of their identity. Jaeger is currently rolling this out across their designs. Initial applications see the pattern used as a jacquard on women’s handbags, as lining in men’s suiting and as an emblem on polo shirts.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 JAEGERCREATING AN ICON


THE PRIMARY MONOGRAM SHOULD BE USED LIBERALLY WHEN APPLIED TO PRODUCT BUT NOT EXCESSIVELY.

LIKE OTHER HIGH-END AND DESIGNER BRANDS, THE NUMBER OF APPLICATION INSTANCES ON ONE PIECE MUST NOT EXCEED THREE.

EXAMPLES OF A SINGLE INSTANCE ARE RIVETS, OR LINING, OR INTERNAL LABELLING. LESS IS MORE.

JAEGER MONOGRAM GUIDELINESPRODUCT APPLICATION

EXAMPLE OF MONOGRAM APPLIED TO LEATHER ON BAG

EXAMPLE OF MONOGRAM APPLIED AS HARDWARE ON STRAP REINFORCEMENT

EXAMPLE OF MONOGRAM APPLIED TO METAL HARDWARE TAG

04


JAEGERMONOGRAM GUIDELINESREPEAT PATTERNS

not expanded

not expanded

THESE PATTERNS ARE INSPIRED BY THE WEAVE SECTION OF THE JAEGER ICON AS WELL AS A TRADITIONAL MACHINERY WEAVE, HIGHLIGHTED IN THE VISUAL BELOW. IT CAN BE USED AS A PRINT OR AS A LINING.

08


THE MONOGRAM CAN BE COLOURED IN THE FOLLOWING WAY TO CREATE A SECONDARY PRINT ELEMENT.

ONLY THE PRIMARY MONOGRAM CAN BE USED ON HARDWARE.

THESE SECONDARY MONOGRAMS SHOULD ONLY BE USED AS PART OF A REPEAT PATTERN.

3

1 2

JAEGER MONOGRAM GUIDELINESPRODUCT APPLICATION

04

4

4This pattern is created using two different sizes and colours / tones of the monogram.

1- In this instance we use the solid version of the monogram, and not the woven version - Two primary monograms- Two colours- Two sizes- One at original rotation, one at 90 degrees- Multiply to create 3rd colour where the shapes overlap

2- One primary monogram- Two colours- Colours used in alternate shapes

3- In this instance we use the solid version of the monogram, and not the woven version - Two primary monograms- Two colours- Two sizes- One at original rotation, one at 90 degrees- One shape solid, one outlined





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BRIEF

Egelnick and Webb work with many luxury fashion brands including Matthew Williamson, House of Holland, Luellaand William Tempest. We are well-known for working within this market and have strategically advised Chivas on fashion collaborations.

We have worked with John Lewis to develop their menswear heritage range and Jaeger approached us to develop a new brand identity for their younger offering, called Boutique by Jaeger.

After researching the market and their archive, we designed a brand identity that is rolled out across all communications including a pop-up shop in London’s Carnaby Street.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 BOUTIQUE BY JAEGERBRAND IDENTITY


by



BRIEF

Egelnick and Webb were retained by Samsonite globally to raise the perception of the Samsonite brand by upgrading their marketing communications. Our brief was to reposition Samsonite as an increasingly premium brand within the luggage market (working with Marcello Bottoli, former CEO of Louis Vuitton). Focus was given to the quality and functionality of the products. Egelnick and Webb overhauled their identify to create robust brand guidelines. This covered everything from photography of products, printed materials, on-product collateral and their advertising campaigns. We rolled out the guidelines globally to their European and American markets ensuring that all brand communication was consistent to strengthen the message.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE ORIGINALSART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE ORIGINALSBRAND IDENTITY

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE ORIGINALSBRAND IDENTITY

When photographed inline with these guidelines, any product range should cohesively share the same contemporary, premium look and feel. This consistency will ensure the Samsonite core brand messages are conveyed.

SamsoniteExamples

SamsoniteCollateral Sticker/Panel Templates

Quick Thumbnails Opposite are examples of the collateral elements that are available as InDesign templates and PDF’s for download from Mediabin.

https://mediabank.samsonite.com/default.asp

Please note if items are being produced as stickers these should be produced clear with white text. If produced as panels, print grey on white.

Sissi blandignisi. Deliquis niamcon sequat. Ad tat am, quat, quis enis nosto dio duisit lut adit deliquisim zzril ut num doleniam, verosto esto del exero odolenim alit prat. Pit velis numsan ullamet, consequismod eugue te dolore mod dolor sequamet wis nonulla faccummy nis etue dolor inisit praesed mod minisit alit la conulputatem non ea consequipit ad dolorercip euisit aliquat enis nos eros nibh ex eum venisci blam, sum

aliquisiscin eu feuis nonseni amconsenit wissim nonulla faciliquat. Putat. Reros nos amconsed essis exerosto commodo loreros dio od dolobor se dolore ming ex etue velis essis aliquat.

Lifetime warranty

Four wheels, zero effort

Double wheels, smoother ride

Product Name

FeatureSub Title

Sissi blandignisi. Deliquis niamcon sequat. Ad tat am, quat, quis enis nosto dio duisit lut adit deliquisim zzril ut num doleniam, verosto esto del exero odolenim alit prat. Pit velis numsan ullamet, consequismod eugue te dolore mod dolor sequamet wis nonulla faccummy nis etue dolor inisit praesed mod minisit alit la conulputatem non ea consequipit ad dolorercip euisit aliquat enis nos eros nibh ex eum venisci blam, sum

aliquisiscin eu feuis nonseni amconsenit wissim nonulla faciliquat. Putat. Reros nos amconsed essis exerosto commodo loreros dio od dolobor se dolore ming ex etue velis essis aliquat.

Lifetime warranty

Four wheels, zero effort

Double wheels, smoother ride

Product Name

FeatureSub Title

Rebrand Template Product Sticker/Panel using imagery Rebrand Template Product Sticker/Panel using icon

Panel on Product

Sticker on Product

SamsoniteTypefaces

Neo Sans LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Neo Sans RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Helvetica RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Helvetica BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Primary TypefaceNeo Sans has been chosen as the typeface for Samsonite for it’s clarity in use and it’s clean, contemporary aesthetic. It should be used for all body copy and the majority of heading instances.

For headings it should be used in title case rather than caps as it is more approachable and less aggressive.

For font usage 8pt or above the InDesign tracking should be set to -20. For font size below 8pt in print, tracking should be set to zero.

Leading should be one point higher than the type size for sizes up to 18pt. Above 18pt judgement should be made on visually looking as tight as other applications.

The Neo Sans font can be obtained from http://www.faces.co.uk/topfonts/neo_sans.cfm?

Secondary Typeface Helvetica has been retained as the secondary typeface for Samsonite.

It is to be used where a more neutral personality is required for headings (where Neo Sans would distract from the image) or where system fonts only are available e.g. Power Point and online body copy.

Only the weights shown opposite are to be used in Samsonite communications.

SamsoniteInformation Graphics

Information Graphics For Samsonite a cohesive style of illustration has selected for all information graphics. The style is clean, friendly and clear to avoid the need for supporting text in all languages.

These are primarily for lock instructions and will be available for all the major types of lock for download from Media Bin. Any further requirements should be directed to Global Marketing to be produced in exactly the same style.

Secondary Colours

Samsonite BluePantone 2735 C100 - M94 - Y0 - K0R38 - G54 - B146

Primary Colours

White

Samsonite Silver Pantone 8401

C100 - M94 - Y0 - K0R118 - G118 - B119

Samsonite Yellow Pantone 116 C0 - M17 - Y100 - K0R255 - G221 - B0



BRIEF

In addition to working on Samsonite main range, Egelnick and Webb worked on their luxury offering - Samsonite Black. At this time, they wanted to trade-up the brand, to behave like a luxury house, focusing on the craftsmanship and the style of the products. Egelnick and Webb focused on a campaign to launch their business range, and their overall look and feel to ensure that it differentiated from their main offer. We also worked with Viktor & Rolf on their range for Samsonite providing the campaign, art direction, launch materials, windows and in-store messaging.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELBUSINESS ART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELBUSINESS ART DIRECTION


WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELBUSINESS ART DIRECTION



BRIEF

— Communicate the Happy Travel experience from the 60’s-70’s when air travel was still for the rich and few. Bring the story to life.

— Key words: optimistic, exciting, glamour.

— Look and feel: retro modern.

— Reflect the personality of Samsonite, the higher price point and the unique personality of the Viktor & Rolf brand but keep the product as hero.

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELBRAND IDENTITY

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELMARKETING AND PRESS MATERIALS

WWW.EGELNICKANDWEBB.COM T 020 7739 3339WWW.EGELNICKANDWEBB.COM T 020 7739 3339 SAMSONITE BLACK LABELLAUNCH EVENT AND RETAIL CONCEPT



BRIEF

Royal Salute is globally aligning itself with the game of Polo “the sport of Kings, the King of sports.” Our brief was to createa brand world for this association. Egelnick and Webb have developed a strong visual identity to provide consistency and authority to the Royal Salute polo platform with the key messaging of nobility, masculinity, luxury lifestyle and royal heritage. This is now being adapted to the needs of core markets globally, strengthening the brands credentials as a luxury brand.


ROYAL SALUTE WORLD POLOCREATING A BRAND PLATFORM

ROYAL SALUTE WORLD POLOART DIRECTION

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOART DIRECTION


WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLODUTY FREE FILM

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOCREATING A BRAND PLATFORM

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOOWNING THE WORLD


WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOYOUR GUIDE TO POLO

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOYOUR GUIDE TO POLO

— S C O R E C A R D —

EV EN T

C LU B DAT E

T E A M C OL OU R

C H U K K A

P O S I T I O N P L AY E R H D C P. 1 2 3 4 5 6 OT

TOTA L S

P E N A LT Y H I T

K N O C K I N S

T E A M C OL OU R

C H U K K A

P O S I T I O N P L AY E R H D C P. 1 2 3 4 5 6 OT

TOTA L S

P E N A LT Y H I T

K N O C K I N S

S C OR EK EEPERU M PI R E R EFER EE

– –

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOTRAVEL RETAIL

WWW.EGELNICKANDWEBB.COM T 020 7739 3339 ROYAL SALUTE WORLD POLOPOLO WORLD DIGITAL PLATFORMS

e+w intro jan2012

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