The Challenge
Private White V.C., a luxury menswear brand rooted in British military heritage, required a brand evolution to better express the quality, craftsmanship, and legacy behind its products. While the offering itself was exceptional, the brand lacked a clear and compelling narrative that translated effectively across digital and social channels for a contemporary luxury audience.

The Solution
The project focused on repositioning the brand to foreground its heritage, craftsmanship, and provenance. The work included refining the brand narrative, evolving the visual and tonal language, and developing robust brand guidelines to ensure consistency across touchpoints. My role at Persona Studio spanned creative direction and design across key digital outputs, including contributing to the art direction, design systems, and social content approach. The resulting brand expression balanced legacy with modernity, creating a cohesive and elevated experience across web, campaign, and social channels.