Dotte Brand Identity + Roll-out

EXPERTISE

Creative direction, Brand strategy, Logo design, Social media design, Website design, Packaging design, App design, Ad design, Presentation design

OVERIVEW

Founders Louise Weiss and Samantha Valentine sought my expertise in crafting a brand identity for a new kids' resale marketplace aimed at slowing down the rapid pace of kids fashion, this was prior to Vinted’s dominance in the second-hand market and was a breath of fresh air for style-conscious but sustainably minded parents.

I partnered with Dotte for several years as they grew their business, playing a role in shaping and safeguarding the brand we developed together. From the beginning, our aim was to embody a rebellious, bold, contemporary, and free-spirited vibe. The founders were keen to work with the artist Chiara Perano, well known for her bold paint strokes. To give the paint more context I established a brand narrative of the ‘infinite line’ to reflect the continuous life cycle of the clothing. We paired this with a grown-up primary palette as a nod to classic kids toys which gave a hipster, indie feel, and rolled this out across all communications, including investor decks, the website, social media, and advertising campaigns. As the brand gained momentum, it encountered imitators. To stay ahead of these mimics, we refreshed the brand, timed with the launch of their app. I oversaw the re-development of the website and app build and conceptualised all key strategies along with their in-house team.

Dotte sadly closed it’s doors last year but during their time in business they were one of the UK's market leading resale platform for kids fashion, built a 5* rated app, an engaged community of over 30k users, and 22 brand partnerships, including M&S and Clarks. Led one of the most successful crowdfunding campaigns on SEEDRs, and raised over £1m from angels and VCs. Featured in The Times, Business of Fashion, The Guardian, and British Vogue.

CLIENT: Dotte