Strategy / Digital
- Creative direction: Anyhow
- Art direction: Anyhow
- Design: Anyhow
We established a brand strategy for launching the new athleisure brand PHVLO by London-based fashion designer Johanna Ho, and created the brand application and website. PHYLO’s concept for women living their own lives actively 25 hours a day is expressed through colourful graphics representing time and activity. With dynamically changing graphics depending on the location, we express the brand attitude supporting a positive lifestyle anytime, anywhere.
We aim to establish a community where the products provided by the brand promote mental and physical health, and the benefits shared go beyond the product itself.
Express the new brand as Life Performance Brand for women who are active for 25 hours a day. PHYLO’s true performance will help customers to find that extra hours in their day.
Phase 1: Brand strategy
Brand DNA, Brand vision, Brand message
Phase 2: Identity
Identity design, Brand application
Phase 3: Activation