Studio Sly combine textures and typefaces in their striking identity and publication for WMC

With the intention to inspire and expand, WMC (the Wardrobe Makeover Challenge) is a personal style brand seeking to help individuals feel empowered through the clothes they wear; emphasising a sense of community and journey whilst avoiding the tropes of conventional stylists.

Turning to Melbourne-based design practice Studio Sly for an equally as indisputable and empowering identity, WMC have begun their brand with a substantial book; guiding the reader through their personal style and organisation. The result is a playful and unexpected publication, far removed from the expected how-to style of books associated with the theme – thriving in variation of colour, texture and content to express the exuberance of style discussed, as well as the journey of interacting with the book. “The whole user experience and unboxing were a big part of the design brief,” Creative Director Lauren Finks explains, “the multitude of texture and print is what makes it so much more than a book.”

Enlivening the impactful surface of WMC is a robust selection of typefaces, utilising Studio Triple’s Digestive for the logomark. “Digestive had always stood out to us,” Finks recalls, “but when you look closely it has an elegant quality in amongst the harsh forms which was exactly the bold character we were looking for to represent WMC,” customising some letterforms to truly represent the uniqueness of the brand. Aptly balancing the unmistakable flamboyance of Digestive is Reckless Neue; the purveyor of not just a refined tone but also an elevating energy of luxury. “It had just enough personality to be friendly and suit the language of the brand,” Finks remarks, providing a sophisticated air for the rich red of the brand to sit behind – a colour chosen due to its association with passion, and the client’s love for the designer Christian Louboutin.

Studio Sly