Overview
I was tasked with creating the visual identity for 365, an own-brand range developed at Freemans. The project involved designing a logo that could work across multiple product categories while reflecting the brand’s positioning and long-term vision.
The final identity was rolled out across clothing, accessories, and homeware collections, creating a cohesive and recognisable brand presence across both physical products and marketing materials.
The Challenge
The brief was to develop a modern, versatile logo system that could scale across a broad product offering while remaining distinctive and commercially viable.
The identity needed to:
— Appeal to a wide customer demographic
— Feel contemporary and adaptable
— Work effectively across packaging, labels, print, and digital applications
— Maintain consistency across different product categories
Because the brand would appear on everything from apparel tags to homeware packaging, flexibility and clarity were essential from the outset.
Research & Discovery
The project began with a collaborative research phase involving the external research and development group. This stage helped establish a clear understanding of how the identity should feel visually and emotionally, while also identifying practical considerations for production and implementation.
Concept Development
Using insights gathered during research, I developed multiple logo propositions exploring different visual directions. These concepts varied in:
— Typography styles
— Symbol integration
— Layout systems
— Brand tone and personality
— Scalability across product types
Each concept was presented with mockups and real-world applications to demonstrate how the identity would function across apparel, accessories, and homeware.
The iterative process involved feedback sessions, refinement rounds, and close collaboration with stakeholders to ensure the chosen direction aligned with both creative and commercial goals.
Final Outcome
One concept was selected, approved, and developed into the final brand identity.
The chosen design delivered:
— A clean and adaptable visual system
— Strong visibility across product formats
— Consistent brand recognition
— Flexibility for future expansion
The final logo was implemented across:
— Clothing collections
— Accessories
— Homeware products
— Packaging and labels
— Marketing and promotional assets
Impact
The completed identity helped establish a unified visual language for the 360 brand across multiple categories. By balancing creative direction with practical application, the project resulted in a scalable brand system that could evolve alongside future product development.
My Role:
— Brand Identity Design
— Logo Design
— Concept Development
— Visual Research
— Presentation Design
— Cross-Category Application
— Stakeholder Collaboration
