EXPRESS is a website and brand identity design that I did for the clothing brand EXPRESS.
I analyzed the current market position of Express and it's competitors in order to find out the best way to reposition the brand.
I took inspirations from Karlie Kloss, because she is the new brand ambassador since Express does a lot of work outfits I also found some pictures of Wework.
I created several logo designs in different fonts and added color to give EXPRESS a refreshing and bold look. After showing people the designs and hearing about different opinions, I went for the one the middle of the first row.
I took inspiration from the LIKE A KLOSS picture, picked pink(representing women's division) and blue(representing men's division) as my primary color to achieve a bold neon effect. For the fonts I went for ORATOR STN for headline and sub-head and for title and body, I picked DIN, which has the slim look that goes well with ORATOR STN.
For the wireframes, besides the colors from the color palette, I used more bright colors on the website design, since EXPRESS is doing a collaboration with Karlie Kloss, I chose Tyson Ballou to pair with her.
I also added 2 sections that are new. One is EXPRESS WARDROBE because a lot of the EXPRESS customers are not style-savvy and might need more help with their styles. The other one is EXPRESS STYLE to allow the customers to engage more with the brand.