Mirador

The founders came to us the month they signed a third lease. Nothing was broken, exactly — the clothes were right and the rooms were right — but the shop in Porto and the shop in Antwerp did not look like they had been made by the same people, and the lookbook looked like a third company entirely.

• Audit of eleven years of printed matter, packaging and signage
• Two weeks on the floor in three rooms, listening to how staff describe the clothes
• A naming review that kept the house name and retired four sub-labels

What we found was not a design problem first. It was a vocabulary problem: nobody agreed on what Mirador sold, so every studio they hired invented an answer. We wrote the answer down before we drew anything.