H&M wanted to create a captivating and identifiable visual identity for their digital and omni-channel services. By utilizing H&M’s brand typeface and a black-and-white palette, we introduced motion behaviors inspired by the essence of fashion—fabrics—resulting in an expression that feels calm yet dynamic, familiar yet unique.
My Role
Design & Motion
Credits
Creative Direction - Söderhavet
H&M needed to highlight certain services within their visual identity while maintaining brand consistency. Although their typeface was already recognizable, it needed something more to capture attention and better engage customers. The challenge was to enhance the existing system in a way that would stand out, while remaining adaptable across various languages, screen sizes, and global platforms.
Challange
We expanded H&M’s visual identity by introducing kinetic behaviors inspired by fabrics in motion, bringing dynamic energy to their brand’s established typeface aesthetic. The system featured adaptable templates designed for both specific services and general use, allowing it to seamlessly scale across languages and screen formats. Packaged as an intuitive tool, this solution ensured H&M’s visuals remained bold, engaging, and versatile on a global scale.