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Studio Oui
Working closely with Nathan Williams, Indigo’s Chief Creative Officer, we were responsible for the new Oui brand, including naming and identity, as well as the overall design direction for the products under the brand. This involved the design and development of in-depth style guides as well as CMF guides for the design teams to follow as well as packaging design direction and working guidelines for use. I also worked with the team on seasonal directives to develop product design direction specific to styles, colors, materials, and finishes.
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Our vision for the brand was to create meaningful, unique objects for the ‘Modern Optimist’: a growing customer persona, identified through extensive research. Our goal was to offer solutions to meet their ever-evolving needs to live a more balanced, joyful life at home. Our products were thoughtfully designed with purpose, made to inspire, and connect emotionally with the customer. Every product is designed to empower decision making, as well as have an element of surprise.
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Oui represents a casual, yet refined lifestyle. The idea was to simplify the process by offering customers purposeful and stylish products at an affordable price without compromising quality or integrity. Oui positioned itself as a brand centered around educating its customers, using Indigo’s strong connection to its customers with meaningful content and unparalleled engagement.
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The primary task was to help establish the core product line, designed as everyday essentials. In addition to this, I was also responsible to help set seasonal product design direction to follow the CCO’s overall creative direction. This also included on-going involvement to assist the team as needed to create tech-packs for sourcing and sampling.
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