UNIFORMS FOR UNIFORM HATERS
PROJECT: Anti-Lame Uniforms
CLIENT: BWS
AGENCY: M&C Saatchi
EXEC CREATIVE DIRECTOR: Avish Gordhan
CREATIVE DIRECTOR: Sharron Edmunston
SNR ART DIRECTOR: Sam Rowlands
ILLUSTRATOR: Sam Rowlands
FASHION CONSULT: Sam Rowlands
PRODUCTION: BWS Internal
GROUP ACCOUNT DIRECTOR: Helene Ioakimidis
SNR ACCOUNT DIRECTOR: Saskia Meagher
ARTICLES:
INSIDE FMG
Not everyone vibes wearing a uniform. as a working adult, it can feel pretty stifling in the identity department.
Not to mention retail uniforms aren't usually the most expressive.
The Challenge
Expression through clothing was front of mind when BWS asked us to create a new uniform range for their 9000+ staff. From delivery drivers to management, everything from socks to pins, hi-vis gear, and in-store uniforms needed to be redesigned. Most importantly, the range needed to encompass the entire business while allowing each member to have options for some self-expression.
