A project to shift the perception of Gieves & Hawkes Tailors from an old-fashioned suit company to an international luxury menswear brand with a British accent.

New Gieves & Hawkes is a celebration of over 250 years of bespoke tailoring craftsmanship which complements a contemporary creative vision - engaging a younger, fashionable audience and existing traditional customers.

The new identity is an interpretation of insignia from the Gieves & Hawkes archives. It has been designed to work as a modular system whereby elements can be added above and below the logotype to identify each tailoring service. 

A suite of logos and detailed seasonal marketing toolkits were developed for each tailoring service for the UK, China, and global distributors. The GH monogram became shorthand for new Gieves & Hawkes - providing an effective method of branding applications managed across the world.

The digital and store customer experiences were both re-engineered to deliver the new crafted and contemporary Gieves & Hawkes brand across all customer touchpoints.

Seasonal campaign videos and advertising were all iconic executions of the new branding. Collection colour themes were woven into campaign marketing to create a tonal aesthetic. 

Brand events were very carefully curated affairs that cemented Gieves & Hawkes as a serious player on the menswear scene, generating exceptional levels of press attention and awareness.

Work nominated for best brand re-launch at the British Luxury Brand Awards and best digital brand re-launch at the Drapers’ Digital Awards.