A bold new identity and flagship
Skopes is a men’s tailoring brand established in Leeds in 1948. Previously mainly existing as concessions, the brand wanted to take control of its own future. With a flagship store, Skopes could define its vision and engage a new era of fans with a memorable experience.
We transformed Skopes’ brand identity from one steeped in ubiquity to one that evokes contemporary heritage. We also created ‘The Suit Lookbook’ concept for the brand’s first flagship - a destination for all things suiting. It was an opportunity to rewrite the rules of traditional tailoring formats. A world away from other High Street tailors, the aesthetic is clean, approachable yet playful with design cues taken from the manufacturing floor and foreman’s offices in a 1960s Leeds factory.
To get the word out about the new brand and store, we relaunched Skopes on social media with our bold graphic identity, filling the feeds with animations, graphics, illustrations, behind the scenes photos, and reactive content. In 12 weeks, we tripled the brand’s followers on Instagram and Twitter and increased average monthly impressions.
The redesigned logo has a simple and clean aesthetic giving a modern heritage look. Subtle nods to tailoring hallmarks can be seen in the underlined ‘o’ playfully representing a button and stitching. The mark has been rolled out across all apparel. The new identity also includes an expressive brand pattern that echos the lines of a suit pattern and and distinct colour palette that’s bold, impactful and full of personality.
We partnered with illustrator Mr Woody Woods to create characters for Skopes, adding more personality and humour to the brand. The illustrations can be seen on Skopes’ in-store app and on social media.
At the store’s central table, shoppers can explore looks on tablets through the in-store app we co-designed. Helping customers find the best suit for their occasion, it includes recommendations, illustrations and videos.
A Polaroid Wall displays customers snapped in their favourite Skopes look and encourages them to share the story of their occasion with #myskopes.
Shopping for a suit is often a social activity, so we made sure the store caters to those shopping with friends and family. Towards the back of the store is a lounge area with a fully stocked fridge where customers can sit and chat. Mirrors surround the changing room area so customers can show off their look from all angles. And inside the fitting room cubicles - wallpapered with Skopes’ signature brand pattern – is a light control system that can create three different light scenarios. For example, shoppers trying on a dinner suit can see their outfit in evening light.
“ We are all very excited to launch our new brand and concept. The consumer deserves a high level of service that is truly ‘experiential’, evoking all the senses. Our collaboration with Dalziel & Pow has been an enlightening experience, it is a privilege to work with such a professional team.” Simon Cope
Managing Director and Chairman, Skopes