OnTheList
Luxury Retail
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Diego Dultzin Lacoste, the great-grandson of the founder of french label Lacoste aapproached me, searching for design solutions to a branding query. His Hong Kong based venture OnTheList, takes a modern, and industry redefining approach to luxury retail. Offering sustainable luxury, at a competitive price. But how was OnTheList to market exclusive sales, with penultimate fashion brands, without revealing the names of said super brands? Not wanting to be associated with last seasons collections, the designers in question, share a discreet partnership with OnTheList. It was essential to create an aesthetically beautiful and uncompromising brand identity, that brought luxury value to OnTheList without compromising the designers in question.
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We created a campaign that embraced the problem as the solution. Brand guidelines, that allowed OnTheList to establish itself, as an authority on taste and responsible consumersim. Together we strategised that this campaign needed to achieve multiple things at once, celebrate new mystery brand launches, and gain interest for OnTheList’s premium memberships. Fashion choices are subjective and trends come and go, but style is an ever-evolving personal journey. A journey we wanted the consumer to take with OnTheList. We used traditional textures, local colours and brushed calligraphy to visually bridge the city’s classical skyline and design elements, with eclectic street style, and iconic fashion accessories. Through this adaptable and playful approach, OnTheList maintains its reputation, as a source of aspirational quality, with new brand guidelines, that are sensitive to a business model that revolves around exclusivity.