Petra Cuschieri
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Grayes

Visual identity and website for Grayes, a Toronto-based women’s clothing company offering chic yet versatile office essentials.

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Design Direction for Grayes' visual identity and website—a women's clothing company offering chic and versatile office essentials.

 
 
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Based on the idea that the way you dress impacts the way you feel, Grayes is a thoughtfully designed line of locally made, mix-and-match, office-friendly essentials. Grayes' pieces provide ease (timeless yet functional pieces that become the building blocks of a wardrobe), quality, and evoke a sense of quiet confidence. 

Designed with these ethos in mind, the new visual identity is a fine balance, featuring bold yet refined typography, and a colour palette that complements the greyscale tones of the collection. A beautiful shade of blue-gray becomes our new neutral, with hints of red to reference Grayes' Canadian-made values.

 
 
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The new identity positions Grayes as an authentic, sophisticated lifestyle brand that helps women feel self-assured and comfortable—proud to wear the clothing and proud to be themselves.

 
 
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Agency: Whitman Emorson
Client: Grayes
CD & Strategy: Yasemin Emory, Whitney Gellar
Strategy: Ben Leszcz
Design Director: Petra Cuschieri
Designer: Alley Kurgan
Web Developer: Up at Five
Photographer: Carlyle Routh
Stylist: Corey Ng