High Society 

BRR's challenge was to establish a new design-led philosophy and create a unique brand story, market position and brand identity for High Society and each of its four fashion brands.

To understand High Society's total brand offering, BRR sought input from each point of the value chain. From careful analysis of the fashion planning cycle and market segmentation, BRR developed a differentiated personality and story for the High Society, Catalyst, Obi, Chocolat and Mosaic brands. This was visually articulated through a new identity and design system for each brand, including exploration of key business-to-business and customer touchpoints (corporate collateral, websites, newsletters, event invitations, look books and POS materials). BRR also developed strategies and designed collateral for Obi and Catalyst fashion shows at the 2006 New Zealand Fashion Week.

The strategic brand investment has fostered a new design-led orientation in the High Society business, allowing them the platform to create seasonal marketing and product range interpretations, and to grow their brands internationally.

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