As part of a wider repositioning, George sought to introduce a more refined offer to their fashion mix. The goal was to build a premium sub-brand from the ground up, aimed at elevating perception and creating a stronger emotional connection with a style-conscious audience.

We developed the name ‘Studio Edit’ following extensive ideation, testing, and legal clearance. A minimalist, monochrome identity system was designed around a bespoke monogram and elegant wordmark. From there, a comprehensive toolkit was built, spanning in-store and online assets, packaging, ticketing, advertising and art direction.

Studio Edit quickly became a standout success. The brand mark featured not only on swing tags and point-of-sale, but was also embroidered into linings, foil-stamped on scarves, and embossed into leather goods. The collection received strong internal praise, positive press, and is now in its fourth drop, becoming a key pillar of George’s style-led brand evolution.