Depechemode Design & Branding 605 CORPORATE ID by J. Walter Thompson Beirut

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Lebanon
Agency J. Walter Thompson Beirut
Released December 2012

Credits & Description

Category: Logo Design
Product/Service: 605
-: JWT Beirut (JWT Beirut)
Media placement: 605 Corporate Id - 605 Store - Downtown Beirut - 12/01/12

Describe the brief from the client
Depechemode - a high-end fashion boutique – needed help connecting with a younger audience. We needed to create a fresh and engaging concept.

Describe the challenges and key objectives
Beirut is host to an increasing number of competing fashion boutiques and designer’s stores. In a recessive market, where growth was mainly driven by a well-travelled, trendy, naturally demanding and easily bored youth, the challenge was to connect with this audience that is always looking for a more personalised experience. Our objective was to stand out by introducing something entirely new onto the high-end Beirut scene.
Therefore, we created: 6:05 at depechemode. A ‘shopping and clubbing concept space’.

Describe how you arrived at the final design
6:05 at depechemode is an ever-changing and multi-offering space that comes to life every evening at 6:05 sharp for ‘Happy Hours’, through daily DJ events, band performances, art launches, product parties, fashion happenings – a nightclub where you can shop.
Built around a versatile colour coding system and always renewing itself, 6:05’s logo was designed as a stylized representation of that specific time. Its function goes beyond branding, and becomes a memorable call-to-action; reminding the audience that it is not only the ‘time to meet’, but also the ‘place to meet’ for new and surprising experiences.

Give some indication of how successful the outcome was in the market
6:05 is a name that is not only visually memorable, but also adds a communication and call-to-action tone when mentioned.
As consumers were exposed to it, 6:05 became an iconic representation of a concept, space, experience, address and identity - A new ‘culture’.
The versatility of this corporate identity made it easily adaptable to any medium, in-store element and product. Transforming 6:05 into a ‘product brand’ in itself, while also renewing the perception of the mother-brand.