LOOKIERO — BRAND REFRESH
Making the brand feel closer to the women it was designed for.
Overview
After years of rapid growth across Europe, Lookiero had outgrown its original visual identity. While the brand had a strong fashion positioning, its aesthetic no longer reflected the diversity, authenticity and warmth of its community.
The objective was not simply to modernize the brand, but to redefine its verbal & visual expression —creating a more human, contemporary and approachable identity while maintaining its premium positioning.
The project involved a complete refresh, including the evolution of the logo, TOV, web redesign, colour system, typography, packaging, photography, video style and the overall creative language across every customer touchpoint.
My Role
As Creative Lead, Art Director & Head of the Creative Studio, I collaborated closely wiht internal & external teams throughout the repositioning process, with a primary focus on translating the new brand strategy into a cohesive visual expression.
I was responsible for:
Defining and developing the new visual language.
Art direction for photography and video.
Creative direction of all production.
Support in the development of TOV, colour palettes and visual guidelines.
Leading multidisciplinary creative teams throughout production.
Coordinating photographers, videographers, stylists, producers and external collaborators.
Rolling out the new identity across Lookiero’s touchpoints: SM ADS Collection, organic launch campaign & content, ecommerce and CRM channel’s imagery.
Outcome
The result was a more relatable, inclusive and contemporary brand identity that better reflected Lookiero's evolution and its customers.
The refreshed visual system established a consistent creative framework that was implemented across every communication channel and market, supporting the brand's next stage of growth.