I worked in-house at Whyred as their art director and head of marketing during 2010 - 2012. During this period we did a redesign of the logo and got rid of the brown paper look of the labeling/packaging system and introduced brass in the profile with was part of the interior as well.

We focused to incorporate the corner stones of Whyred - Music, art and tayloring and communicate Creative Director Roland Hjorts inspiration and heritage to his brand.

The Mod inspiration is a whole lifestyle combining not only fashion but music and art. The core concept of a Mod is to dress flawless and well tailored. To learn the Whyred audience for those who were not familiar with the background we created a Journal. We interviewed ambassadors, learned about garment care, how to match shoes with a suit and how many buttons is preferred in your blazer to a certain body type to achieve a slick look. We created music lists with Rolands favorite inspiring artist and we organized events with art exhibitions.