The Challenge
Private White V.C., a luxury menswear brand rooted in British military heritage, needed a brand evolution to better reflect its high-end craftsmanship and storied legacy. While the product quality was exceptional, the brand lacked a clear, compelling narrative that resonated with a modern luxury audience across digital channels.

The Solution
I led the creative repositioning of the brand, building a strategy that placed its heritage and craftsmanship at the forefront. This included redefining the brand story, establishing a refined visual and tonal language, and creating a comprehensive set of brand guidelines to ensure consistency across all channels. I directed the creative execution across digital touchpoints, developed a social media strategy that spotlighted product provenance and storytelling, and oversaw the art direction and design systems for the website and campaign work. The result was a cohesive, elevated brand experience that connected legacy with contemporary luxury.