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How to brand the number one fashion school in the world?

Launched on January 8, 2019, the Institut Français de la Mode is the happy marriage between two renowned Parisian fashion schools. The École de la Chambre Syndicale de la Couture Parisienne has trained the very best craftsmen and women of fashion (Yves Saint Laurent, Karl Lagerfeld, Issey Miyake) while IFM, founded by Pierre Bergé, is the most prestigious school of fashion and luxury management. In addition to this union, the school is creating a brand new program of fashion design. With a daring will for creativity, the program will focus on environmental, social, and technological questions.

The first line of our brief was therefore pretty clear: brand the soon-to-be number one fashion campus of the world. Our goal was to create an identity that is as bold, dynamic, playful, and expressive as the school itself. We tried to take on the challenge in style.

Bringing together the teachers from the two merging fashion schools in dynamic workshops to help them define their shared future was essential. It was our main objective in the strategy phase.

Thierry Brunfaut, Creative Director & Partner

Our objective with the new identity was to balance the institutional with a young contemporary attitude that would engage potential students. We also pushed forward the new fashion design programs by bringing a “creative feel” to all channels.

Léa Wolf, Designer

A bold and generous new digital attitude was imperative for bringing the institute closer to potential fashion students from across the globe.

Maxime Palau, Web Developer

We envisioned the homepage as a kaleidoscope of activities reflecting the energy and variety of the new school. Yet, a simple menu can immediately lead the user to specific sections or programs.

Morgane Van Oncem, Project Manager

Classy and timeless yet quirky, the custom typeface we designed is the written voice of the school. It had to feel somehow ‘French’, so we added oversized accents to an elegant serif font. The accent is what makes French so … French, no?

Sander Vermeulen, Design Director

The new school typeface is used for external window signage and internal advertisement.

Thomas Leon, Designer
© Benoit Bethume & Estelle Hanania

The professors of the Creation Department did a wonderful job at art directing the shoots with a pool of photographers and creatives we selected together (Benoit Bethume & Estelle Hanania, Allyssa Heuze, Frédérique Daubal).

Léa Wolf, Designer
© Alyssa Heuze

The new tone of voice of the school mixes French with English in all messages and plays around with verbal clichés about fashion and France.

Gaston Lafond, Copywriter & Strategist

Thanks again to the Institut Français de la Mode team for your trust and kind words. Amazing collaboration!

Thierry Brunfaut, Creative Director & Partner

This is only the beginning. The school will extend by 8000 square meters between 2019 and 2020. Located in the Cité de la Mode et du Design on the river Seine, this is the fashion campus that Paris deserves.

Gaston Lafond, Copywriter & Strategist