andie rebrand
When I joined Andie in 2019, the brand at its core was revolutionizing how women shop for swimwear brands at that time - it created a supportive, inclusive and authentic brand that felt as if you were talking to your best friend. During my tenure at Andie, I’ve refreshed the branding twice to ensure our brand’s tone of voice and brand identity reflected that message while maintaining an elevated look. The redesign both increased retention and facilitated the growth that Andie has seen today.
Website
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previous
The previous fonts used Playfair (header) and Cabin (body) which didn’t feel as elevated or modern for our Andie customer. After much brand discovery, I moved Andie towards Lovelace (header) and Circular (body). Lovelace had a more elegant descender and ascenders.
fonts
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previous
The previous colors used a soft pastel pink and blue which wasn’t the right vibe for Andie’s target customer, who was a woman in their 30s - 40s with a higher spend threshold. I updated the color scheme and introduced a terracotta as the main color to remind the customer of the scenes of the Italian Riviera, and a vacation-inspired aspirational color palette.
Colors
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previous
One of the mediums that has the biggest impact in swimwear is the photography, both for conversion, and also brand differentiation. When a customer sees any creative asset from Andie we want them to be immediately transported back in time to a favorite swim memory - evoking nostalgia and aspiration (“I need to go on a vacation now!”). In order to achieve that, I transitioned all our photographer to be shot on film which gives an authentic and elevated feeling. I carefully curate our photographers and talent and work closely with the team on every shoot.
imagery
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previous
Before I could refresh the visual identity of Andie, I needed to solidify the brand’s personality - who is Andie? I worked with a talented copywriter, Claire Purcell, to create a strong manifesto and tone of voice deck, which helped establish our brand positioning.
