A brand refresh for White Stuff — the British high-street label — carrying a more confident visual language across the website, in-store environment, OOH and the always-on campaign programme. Every surface — laptop, citylight, signage, About page — designed inside one rebrand system.
- I.Foundations & Visual SystemPHASE 1
- II.The Story — Context, Challenge, OpportunityPHASE 2
- III.The Big IdeaPHASE 2
- IV.Applications & OutputPHASE 3
- V.The OutcomePHASE 4
Brand Foundations
The Narrative
A loved British high-street brand whose visual system had drifted across surfaces — the website, in-store, OOH and email all reading slightly differently.
Refresh the identity without losing the warmth that the customer already loved.
Use the rebrand as a chance to design one system that holds together from a citylight on the high street to the About page on the website.
Refresh the typography and palette first, then rebuild the surface-by-surface templates so the team can roll the system out without re-designing every time.
One White Stuff,
every surface.
A warmer, more confident system that carries the same voice from a citylight to a checkout — and gives the in-house team templates they can keep building on.
Typography and palette refreshed to feel warmer and more confident — closer to the customer's relationship with the brand.
Web, citylight, in-store and the About page redesigned as one connected system — so the team can keep rolling out without rebuilding.
Identity, Print & Digital
- Homepage refresh
- About page template
- Responsive desktop & laptop builds
- Campaign hero modules
- Citylight creative
- In-store environmental
- Window & signage
- Print collateral
- Type & palette refresh
- Rollout templates
- Brand guardrails
What Shipped
- Brand refresh system
- Web rebrand & About page
- Citylight & in-store creative
- Rollout templates for the in-house team
- A warmer, more confident White Stuff
- One system from citylight to checkout
A rebrand refresh that brought one warmer, more confident White Stuff to every surface — and gave the in-house team a system they can keep rolling out without rebuilding from scratch.