DAY Birger et Mikkelsen

WaaS+ client

Timeless Scandinavian fashion

The creative team at DAY had an e-commerce platform but were looking for a fresh new website. We wanted to rethink the approach and showcase their exclusive luxury brand in a way that welcomed fashion aficionados into their world, while visually guiding them through the house’s history.

Inspired by fashion lookbooks, we worked closely to create a website that adhered to their brand guidelines and celebrated the company’s story. The result was a beautifully curated page that takes into consideration a sales funnel without losing the much-desired sleek editorial style.

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The branding

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Logo

The iconic Scandinavian fashion brand has developed a successful, strong brand identity. We took cues from their guidelines and applied the same spirit and values throughout the website pages and features. A strong uppercase lettermark logo combined with the small flower contemporary footer icon below gives the company’s brand a soft touch of elegance.

Typeface

Following the branding guidelines, we utilized two different versions (Regular and Extended) and three different styles (Regular, Bold, Light) of the typeface Trade Gothic LT throughout the site. These delicate combinations create necessary contrast and provide the website design with a rich and potent visual language.

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Color scheme

To maintain an air of exclusivity and luxury, we used a neutral monochromatic color palette based on black, white, and tones of grey to simultaneously create strong visual contrasts and keep the site clean, clear and soft to the eye.

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