A year in the making, WMC ( The Wardrobe Makeover Challenge) is a game-changer in the fashion organisation arena. Developed by fashion veteran Dominique, going by the guise (DLP), she’s penned the ultimate book for people wanting to lift their personal style, organise their wardrobe and who want to be involved in a fashion community that is fully interactive, inclusive and playful. Accompanying the book is a digital app has been produced for readers to undertake activities within the book creating a multi-layered experience and community-building platform.

The brand development goal was to deliver a fashion book worthy of “making the shelf” and aesthetically outside the realm of how people traditionally see a fashion coffee table book.

Centred around the book, the brand design and is bold and gutsy, eclectic in both the visuals and typographic style. With an array of photography, commissioned illustration and varied mix of typefaces the book is Dominique’s unique contribution to people everywhere and is targeted to a broad audience of women and anyone interested in wardrobe organisation.

With 3 typefaces used, Digestive, Reckless Neue and Quicksand with just a flourish of Nostra, each are wildly different and each plays a vital role in delivering the right tone. Digestive aims to push boundaries of fashion, Reckless balances and grounds the reader, and Quicskand is the feminine flourish adding personality and playfulness. This combination allowed us to create the unusual aesthetic for the fashion sector, pushing into a more progressive arena with heavy lettering contrasting with fine serif detail.

The book needed to be just as exploratory in its visuals as the knowledge within its pages so we employed the movement of type, varying heading styles playfully placed around dynamic imagery to provide an energetic look on every page.

The customer experience was important to capture as we were commissioned to make this book feel like a prized possession, to sit proudly on any dressing table amongst treasured items. Delivered in a blind embossed red suede box inspired by Founder Dom’s love of Christian Louboutin, with ribbon-pull detail and internal white screen print. The book covers are linen with a blind emboss and overlayed black text, opening to reveal the bold red brandmark pattern on the inside covers.