Brand refresh and website for a heritage Savile Row tailor who creates suits for individuals who value creativity above all else.
Edward Sexton is a Savile Row tailor rooted in art deco elegance. Alongside his business partner Tommy Nutter, Edward helped shape men’s tailoring into what it is today. They made bespoke suits as fashion pieces, and approached the craft of Savile Row through young, rebellious eyes, dressing the zeitgeist since the early ‘70s, including The Beatles, Bianca Jagger, and Elton John.
Edward Sexton is a Savile Row tailor rooted in art deco elegance. Alongside his business partner Tommy Nutter, Edward helped shape men’s tailoring into what it is today. They made bespoke suits as fashion pieces, and approached the craft of Savile Row through young, rebellious eyes, dressing the zeitgeist since the early ‘70s, including The Beatles, Bianca Jagger, and Elton John.
To expand their customer base, the Edward Sexton team began producing seasonal, and ongoing, ready-to-wear collections to complement their bespoke offering. Edward Sexton required our skills to combine those two offerings online; merging two previously separate websites into one digital experience. There was a clear challenge from the outset as we needed to deliver a website that presented the different services, stories, and e-commerce in a way that didn’t alienate customers that were accustomed to two separate online destinations.
Collaborating with Peter Saville on a new set of brandmarks, and aligning with Edward Sextons’ Creative Director, Dominic Sebag-Montefiore on the direction for the new Savile Row store, I designed a refreshed digital identity. I created a rich online colour palette of warm whites and deep greens that reflected the modern-deco feel of the store. Alongside an editorial inspired typography system using Big Moore and Trade Gothic, I established an elegant aesthetic that was complementary to a heritage Savile Row brand while ensuring customers had a consistent brand experience in-store and online.
In bringing all the new brand assets to life, I approached the website with a sophisticated and modern design that brings the stories and services to the forefront. Each story or service page is woven with opportunities to explore the e-commerce offering and vice versa, inviting users to explore the full breadth of offerings at Edward Sexton in an elegant and user-friendly way.
