In a world saturated with fashion choices, many women found themselves lost in a sea of trends, longing for something more. The problem was clear: the need for a brand that not only offered elegant clothing but also celebrated the individuality and authenticity of every woman.

With dedication and passion, outside was crafted a brand that embraces the essence of elegance while staying rooted in the cultural richness of South Africa. The solution was to provide women with clothing that not only exuded sophistication but also empowered them to express their unique style.

Creative direction played a critical role in the development of a strong and consistent brand for outside. By developing a cohesive and consistent visual language and messaging strategy, a lasting impression brand was created in the minds of consumers to stand out from the competition.

The outside brand guidebook is the North Star of the brand, it ensures a consistent, sophisticated brand image while empowering us to authentically develop and expand.