Fred Segal Online Branding
Not in an egotistical way or in a bragging way, but in a statistical way, the fact is, I truly created jeans sportswear. I have to scratch my own head because I can’t believe how big it got. I can’t even believe how gigantic it is. – Fred Segal
CLIENT Fred Segal
YEAR 2015
Founded in 1961, legendary retailer Fred Segal is synonymous with Southern California lifestyle and laid-back luxury. With a highly curated point-of-view that attracts celebrities and international jet setters, this one-of-a-kind store has secured its place in pop culture as the West Coast’s most iconic style destination.
01
Historical Materials
Every project starts with a deep dive into the brand’s heritage and core principles. Our design honors that foundation while reimagining it in a modern, relevant way.
02
Visual Language Development
The visual language combines editorial voice with primary and secondary UI elements. Photography leads, while copy provides key info and calls to action. Primary UI, like navigation and CTAs, is bold and prominent—second only to photography. Secondary UI is subtle, supporting content only when needed.
UI Elements
Editorial Typography
03
Editorial Photography Direction
Conveys luxurious yet laid back sophistication with an element of surprise. Unique, iconic, honest, LA.
Models: engaged in telling a story, strong personality, relaxed lifestyle.
Still shots: quirky styling on white or wood background.
Key elements: ivy, wood, white, soft backgrounds.
Product Photography Direction
Simple. Honest. With personality.
The main and detail shots are photographed on mostly white, minimal backgrounds.
The use of wood is encouraged for the secondary shots to tie them back to store interiors and provide a warm contrast to the main shots.
Detail shots are cropped in close on interesting details.
The personality is achieved through styling and model direction.
04
Style Guide in Action: E-Commerce Implementation
