By Pariah
Founded in London, UK by Sophie Karg, By Pariah draws together rich materiality and heritage production techniques to present timeless collections steeped in luxury.
A brand inspired by the “pariah parts” of the Caribbean, I worked closely with founder Sophie Karg to redefine a strategic brand position for By Pariah and a fresh visual identity that would help to overcome the pitfalls of a product collection that had grown increasingly disjointed and set them apart in an incredibly crowded jewellery market.
Working with Sophie through my Brand Strategy process, we developed a differentiation strategy that would help target a newly chosen target audience for the brand. Rather than make apologies, the brand positioning centered around inviting the target audience to join a newly coined ‘House of Misfits’ to celebrate the strength in their individuality and diversity and relish in the inherent originality of each piece in the collections.
This sought to overcome the predominant challenge that was the preexisting negative history and rhetoric surrounding the brand name and instead reclaim the word ‘pariah’ and set forth a new definition, and celebration, of it’s inherent individuality.
Following on from the strategy session, it was time to create a beautiful and lasting identity system that celebrated the visual cue of ‘misfits’ at every turn in a luxurious and memorable way.
Exploratory type layouts evoking the journey of the collections, coupled with subtle typographic quirks and offset photography, the identity seeks to redefine the meaning of Pariah and revel in inherent originality.
The suite of logomarks consist of a monogram mark as well as two variations of a brand logotype - in line and stacked. The monogram mark, a B and P comprised of separate parts, represents the curation of eclectic and individual pieces. The logotype captures the individualistic spirit of the brand and the unique design of the jewellery.
A comprehensive set of brand guidelines including brand copy as well as visual identity look, feel, and usage was provided to ensure the seamless application of the identity in-house and to promote brand consistency and growth.
