Sortir redefines plus-size fashion with a focus on empowerment and self-love.

Sortir helps people striving for self-acceptance by celebrating femininity in the spirit of body neutrality. It makes the brand’s customers feel at ease and natural in their bodies, while their wardrobes are not filled with unnecessary clothing items.

My role

  • Brand Strategy
  • User Research
  • Positioning
  • Brand Guidelines
  • Logo Design
  • Pattern Design
  • Collateral Designs

Toolset

  • Adobe Illustrator
  • Affinity Designer
  • Miro
  • Google Meet

Client

Sortir

Completed

2022

Goals

During discovery call with the client we prioritized the following business goals:

  • building brand awareness and recognition,
  • building a community of supportive women,
  • creating a fashion line focused on providing outfits for every occasion and season while reducing a number of items in the wardrobe; creating a brand “capsule wardrobe”.

Solutions

Conducted a series of brand strategy sessions during which we defined and explored buyer personas, brand attributes, tone and voice, determined marketing objectives and created a value positioning statement.

Developed a visual identity system for the brand to define a consistent style, tone and direction in line with the adopted business goals and with the ideal customers in mind.

Process

Brand strategy

Defined brand attributes, conducted user reseach, created user profiles and value positioning statement. Created a roadmap for marketing activities to help achieve brand business goals.

Stylescapes

Created a project brief defining the final scope and deliveries. Presented three different style directions we could take to develop logo and brand identity system in the form of stylescapes for our client to choose from.

Design & Feedback

Created initial logo concepts, gathered feedback and worked together with the client to create the final design as well as collateral assets. Explored and presented possible brand application across various media.

Assets delivery

Created a package containing logo files and other design assets in appropriate formats along with with a guide describing the proper use of each item. 

Support

Provided post-delivery support helping with identity system implementation, advised on art direction and printing materials.

Brand Attributes

Through a series of brand strategy sessions, we identified and consolidated a set of brand attributes that subsequently guided the design of the logo and collateral assets, providing a consistent direction throughout the entire creative process.

  • educational
  • thought-provoking
  • empowering
  • celebrating femininity
  • self-acceptance
  • inclusive
  • awareness
  • body neutral
  • sisterhood
  • transparency
  • appreciative
  • normalcy
  • desire
  • self-love
  • worthy

Buyer personas

As part of the brand strategy process, we explored and defined buyer personas resonating with the brand that would later be focus when designing the visual identity system.

Stylescapes

Brand attributes and buyer personas developed in the previous steps of the process served as a base to create a selection of three stylescapes, curated to each user profile we created. They were presented to the client during a call.
After consultation and minor adjustments a final version has been created.

The chosen direction

Logo

Rationale

The logo design was inspired by the shape of the female body, its curves and the “power stance” – emphasizing women’s strength, self-confidence and well-being in their own body. The logo is also a monogram – it contains all the letters of the brand name.

Brand guidelines

Labels

Thank you card