SpringfieldBrand Communications, Branding & Identity
Repositioning, identity redesign and brand architecture rationalization.
With a European spirit, Springfield was born in 1988 as a casualwear brand offering an urban style with contemporary appeal around the world to people between the ages of 25- 35.
Originally aimed at men, it decided to reposition itself to women and in 2006 the brand’s feminine line was launched. At that time, we are asked to address the redesign of the identity to adapt and align it to new attributes, combining seasonal concepts to thus address a more formal style with which to meet new needs of the brand without losing its original DNA.
We developed a new logo, color scheme, and scheme for brand architecture. The organizing principle simplified the lines of Man and Woman, but allowing the incorporation of new concepts in the future.