House Of Fraser

Scope:

Discovery
Brand Strategy
UX
UI
Motion
Visual Identity

Background:

I was brought into House of Fraser as a Brand Consultant and Art Director to join a dedicated task force driving a transformative, customer-centric strategy across brand, marketing, digital, and multi-channel sales. My role focused on activating the new brand ideology and designing a cohesive Visual Brand Identity for all digital platforms, ensuring a seamless and impactful brand presence that supported the broader vision for revitalising the business.

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Objectives

The core objective of the project was to transform the business into a cohesive multi-channel proposition, ensuring that every decision aligned with the new brand positioning and ideology. This involved re-positioning the brand to centre its heritage and core story, working closely with key stakeholders from marketing, strategy, and business operations.

I collaborated with an external partner agency to lead the rebrand internally, shaping everything from photography and the art direction for seasonal campaigns, to the redesign of their website and apps.

Through initial discussions with the Head of Brand & Marketing and Head of UX, I gained a clear understanding of the new direction and objectives, laying the groundwork for a unified and impactful brand evolution.

Discovery

In the first few weeks, I focused on documenting and analysing inconsistencies within the brand. This included identifying issues such as varying styles, an overuse or inconsistent use of fonts, iconography that failed to reflect the brand’s personality, and design elements like shapes and devices that lacked scalability across digital platforms.

I spent time doing a piece on colour theory which enabled us to make decisions around core brand palette and these observations formed the foundation for refining and aligning the brand’s visual identity to ensure a cohesive and functional design for the website and app.

Concept development

The next few months were dedicated to an in-depth conceptual phase, exploring the company’s history, roots, and core values. This process involved identifying key themes, understanding the target customer and their needs, and aligning these insights with the brand's future direction. The result was the development of four distinct creative concepts, each reflecting different aspects of the brand’s identity. These concepts were then presented to the business, enabling stakeholders to determine the most aligned approach for their new vision.

Concept 1

Bold

The Bold concept reimagines retail shopping as a theatrical, immersive experience—a vibrant wonderland where fashion comes to life. Designed to captivate and inspire, it’s electric, expressive, and bursting with colour, celebrating individuality and freedom of expression. This concept transforms the shopping journey into a sensory adventure, blending bold design elements with a playful energy that reflects the brand’s identity. By creating an unforgettable, dynamic environment, Bold reinvents the retail space into a destination where style and self-expression collide under one roof.

Concept 2

Heritage

The Heritage concept celebrates the brand’s rich Scottish roots while embracing its journey of growth, evolution, and transformation into a global organization. It tells the brand’s story with subtle, thoughtful nods to its origins, weaving tradition and authenticity into the narrative. This approach balances heritage with progress, creating a timeless yet contemporary identity that resonates with both local pride and international audiences. It’s a tribute to where the brand began and a reflection of how far it has come.

Concept 3

Wellbeing

The Wellbeing concept embraces a gender-neutral and inclusive approach, inspired by mindfulness and the principles of balance and harmony. Rooted in the philosophy of "less is more," it prioritizes simplicity and clarity, creating a sense of calm and openness. This route focuses on fostering a serene, inviting environment that resonates universally, encouraging connection and self-care while aligning with modern wellbeing values.

Concept 4

International

The Global concept celebrates the brand’s evolution from its British roots to becoming an international powerhouse and vibrant community. It showcases a rich tapestry of cultures, influences, and textures, reflecting the diversity and connectivity of its global reach. This route highlights moments of delight that unite audiences worldwide, embracing the brand’s journey while honoring its heritage. It’s a bold celebration of how far the business has come, embodying its role as a leader on the international stage.

Brand development

After the conceptual phase, we moved forward with the Bold route, as it best captured the energy and spirit of where the brand stands today. Its theatrical, expressive nature aligned perfectly with the brand’s vision of transforming shopping into an immersive experience. The vibrant, colorful aesthetic and focus on freedom of expression felt modern, dynamic, and reflective of the brand’s evolution. This route brought the brand’s identity to life, creating a powerful and memorable connection with its audience.