TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎
TOM BIRD. Kinda like TOM FORD. His work may not smell as good. Looks good though. And he smells nice. More info here ︎︎︎



*THIS SITE IS BEST VIEWED ON DESKTOP. WHAT CAN I SAY? I’M A SUCKER FOR BIG VISUALS.*




But if you insist... ︎︎︎


Desigual
Forwards Is Boring
2019
[Commercial work]

A D&AD-winning brand identity which helped an iconic Spanish fashion brand rediscover their mojo and turn things around… including their logo.

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Yes, yes, I know – the ultimate faux-pas. Branding 101: ‘Do whatever, just don’t fuck with the logo!’

But once upon a time – long before it had drifted into a high-street brand worn by geography teachers and soccer mums – Desigual was worn by Ibiza’s hottest hedonists.

So something about our idea: ‘Forwards is Boring’ captured the spirit of the Desigual purists who were trying to save the brand. It became their new mantra for how to look at the world. ‘Desigual’ means ‘different’ in Spanish, after all.

With their blessing, we went full Missy Elliot on the logo and flip-reversed it. We then annouced it with a bunch of bold backwards statements that were plastered all over Barcelona and in Desigual store windows around the world.

We also made a film for this new way of thinking (I hated how it turned out, but I got a glimpse into the world of fashion) and my manifesto ended up printed the walls of Desigual HQ and in their SS20 runway.

And in the true spirit of ‘Fowards is Boring’, when  Desigual launched their new season at Art Miami (directed by the amazing Carlota Guerrero), the models showed the clothes by, well... losing them. (15)


Agency  ︎︎︎  WE ARE Pi
Creative & Design  ︎︎︎  Tom Bird, Seth Josephs  
Creative Director  ︎︎︎  Barney Hobson, Ravi Amaratunga-Hitchcock
Brand Manager (Desigual)   ︎︎︎  Piedad Morillas
Chief Marketing Officer (Desigual)  ︎︎︎  Guillem Gallego
Producer  ︎︎︎  Agathe Derstroff
Director  ︎︎︎  Lisa Boostani
Production Company ︎︎︎  Sauvage (BCN)
Photographer  ︎︎︎  Alejandro Sonoro
Mark
Wednesday May 11 2022
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