SMP was an Australian owned, international fashion brand for the youth audience, with mass appeal within the surf and streetwear market. In a long-lasting relationship during the ’90s and ’00s, creative agency, Percept, was their brand designers for all things required from an advertising and design agency.

The branding design for this youth based, streetwear fashion brand was targeted at surfers, skateboarders, snowboarders, moto-x riders and other extreme sports enthusiasts in Australia as well as those who aspired to that lifestyle.

Design agency, Percept, has a team of brand designers with plenty of experience in this industry. Percept’s brand designers know that this type of branding design is far more flexible than in the corporate world and although there is consistent branding design, it changes from one year to another. With branding awareness extremely high in the fashion industry, consistency is not as important as a cool image. As a result, the brand designers of creative agency, Percept, created a multitude of different logo design and branding design work over the years for SMP, both for the Australian and international markets.

Creative agency, Percept, worked with retainer and an open brief which was a refreshing way to approach the branding design for their fashion brand apparel and t-shirts. Percept’s brand designers produced hundreds of branding design concepts over many years and the only prerequisite was to make them look cool (this is an absolute dream brief for all creative agencies).

Keeping a keen eye on the attitudes and motivations of their youth target market and guiding fashion branding design trends rather than reacting to them was key to this success.

Percept Brand Design also worked as the creative agency Sydney for this fashion brand and its catalogue design. Responsible for creating all the print catalogue design for the Australian sales and marketing team to promote each season’s apparel.

The catalogue design is a tool integral to prosperity in the industry of a fashion brand. The catalogue design must be creative, yet functional, to compete with the opposing fashion brand competitors in an effort to win product orders from retail stores.

SMP initially approached the Percept creative agency Sydney, for our design agency and advertising agency expertise. They soon discovered we had great insight into branding design for the industry and this developed into a relationship lasting many years. The partnership as brand designers was a real success and contributed to a sales growth in excess of 300% year on year in the early years.

As their brand designers, the Percept creative agency, worked with SMP to strategise their marketing communications and advertising campaigns.

Percept decided that press ad design in magazines for specialised sporting interests would be the most effective way to raise their branding and awareness to retain customer loyalty.

Many different advertising campaigns were designed for this fashion brand, depending on the season and the brand’s essence at that point in time. Branding design and advertising for a fashion brand aimed at the youth market is ever-changing, especially in the fashion industry. Creative agency, Percept, keep in touch of international trends ensuring that the creative work produced by our creative agency Sydney is world class.

Large format poster design was also required as a tactical way to increase brand awareness. They are used both in store and as giveaways. Our strategy on all branding design was to feature sponsored riders doing the latest tricks. This gave the young people something to aspire to, creating a desire for the fashion brand, apparel and product.

Execution was always through a street-wise graphic design style making for an aesthetically appealing end product that would actually be hung on the wall.

In retail, there is another chance to get your fashion branding design noticed and that is at the point of sale.

When responsible for their point of sale design in Australia. A point of sale (POS) cube was created as a device to alert the consumer to the area of the store where their products could be located.

Graphic design for swing tags were also created for a variety of items, to give individual products unique branding design and ultimately branding different sections of stores. Practically, they also serve as a quick reference guide to sizes and prices. The design strategy is that the easier the consumer experience, the easier the sale.

If you are interested in branding design for your fashion brand, whether it be brand naming and logo design, right through to creative advertising campaigns, Percept is a creative agency Sydney with expert brand designers who would love to discuss your fashion brand project with you.