theUpstyler is a boutique luxury brand specialising in buying and selling preloved luxury fashion and accessories. theUpstyler enables consumers to buy, sell or consign preloved luxury designer handbags, jewellery and accessories through its boutique outlets and online stores.
Engaged at the very beginning of the process, wildminds was asked to review a business concept for the luxury goods reseller, gold reseller and short term cash lender. In conjunction with the clients’ expertise, we were asked to assess, recommend and present a business strategy and creative execution which would uniquely define the company.
Through our brand discovery workshops and strategy assessments it was evident the business model needed further refinement and focus. We considered it detrimental that a business should offer short term cash loans while selling high end fashion & accessories such as 60k Hermes Bags. After simplifying the business model, we determined a new name was required to attract and captivate the fashion conscious. theUpstyler was born and we quickly set about defining brand values and marketing communication.
Coco Chanel. Hermes. Louis Vuitton… theUpstyler deals in luxury goods and needed to play its part within this audience segment. Photography reflected high end Paris fashion, while the identity and typography were driven by cues from the timeless serif fonts used in fashion magazines like Vogue in the 60’s.
The final result delivers high-end timeless hues that is evident through the website, collateral, photography, digital and social marketing.
Naming, Branding, Communication, Print, Video, Signage, SEO, SEM, SMM