Sandra Federighi currently is a Global CFO for the luxury fashion business, Stella McCartney and is a dedicated and motivational leader of finance teams that drive best practice functions.
Through Sandra Federighi blog you can explore how finance, business and politics impact upon the global world of the luxury fashion market. As she looks into the impact of what drives the fashion industry, responsible for making all of the glamorous and luxurious brands possible, she aims to discover trends, challenges and opportunities through the creation of her blog.
We were approached by Sophia from Brand and Design agency to create a strong brand identity for Sandra Federighi that represented fashion, luxury and retail.
The brief was to combine Sandra’s personality, style and inside voice to achieve a fashion-forward style, that was sophisticated, elegant but with a slight edginess.
We started our work with a little research as the full branding plan was provided by Brand and Design agency. Our mission was to combine all given bits and pieces and find the right direction that united and expressed Sandra’s style.
We provided 5 different directions: minimal, bold, vogue, calligraphy and luxurious. After careful considerations and in-depth discussions the minimal direction was chosen: black, charcoal and white colour schemes applied along with modern and clean typography.
We presented a minimal logo design that had light lines and generous spacing in between, which made it elegant and powerful. The idea behind was simple: from small steps to big success and this is why the name and surname were spaced out and different sizes applied.
Once the identity was set and the logo designed we moved to the stationary part. We created assets that matched and fulfilled Sandra’s personality. Simplicity combined with slight edginess brought a perfect signature style.