NZ fashion designer Des Rusk was creating a new merino fashion label. In a fashion landscape driven by fleeting trends, urgency, and excess, this new label would value timelessness, restraint, and longevity.
We worked with Des to create the new brand, starting with the name: Longform, which evokes thoughtfulness, consideration, longevity, and hints that there’s always more story to tell.
From there, every creative element was meticulously tailored to establish a unified and enduring brand narrative, reflecting the timeless essence of the garments themselves.
The brand colour palette was grounded in strong, versatile neutrals inspired by the natural landscapes of Aotearoa, New Zealand. And the photography and art direction helped Longform feel both aspirational and grounded.
