Learning by doing it
Learning
by
doing
it
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A global platform for strategists, creatives
and investors.
A
global
platform
for
strategists, creatives
and
investors.
Maison Pyramide is an international
fashion platform, a one-stop solution to
help rising talent find relevance in
today’s world. Established in Cairo in
2016, they have since expanded with
two additional offices in Lebanon and
Dubai.
In a period of expansion with an already
well established brand purpose Maison
Pyramide approached Wonderland to
refresh their identity, brand strategy and
website.
The future of fashion
To help Maison Pyramide on the path to
their global vision we began the project
with several workshops with the founders,
centred around the brand's purpose,
vision, mission, values and core
audiences.
To ensure the longevity of the brand into
the future we created roadmaps for
Maison Pyramide in 5, 10, 15 and 20 years,
ensuring that each of the three founders'
visions were taken onboard and
considered through the future brand
development. This was done across a
series of interactive workshops, with each
being summarised by a single, cohesive
paragraph.
A unique perspective
Taking the challenges and opportunities
that we uncovered during the discovery
phase, we developed a few creative
territories to explore. In collaboration with
Maison Pyramide, the chosen route
focused on ‘a unique perspective’ that
utilised a pyramidial shape to refract and
accentuate the editorial images. We
developed a unique, pyramid-esque prism
shape that was versatile and could be
used across a range of media, including
brand photography. Through textures and
triangular shapes, Maison Pyramid is able
to create unique optical illusions that gives
the brand imagery a distinct feel.
We explored the use of colour to bring
some vibrance to the brand and help
Maison Pyramide to stand out in an
industry overcrowded with black and white
branding. The use of the pyramid shapes
and refractions gives the brand a
forward-thinking and energetic feel brand
that others can use to create a strong
foundation for future collaborations with
Maison Pyramide.
Fuelling
the
next
generation
of
consumer
brands,
by
connecting
them
with
millennial
audiences.
A bold and editorial type
Our primary type, Suisse Int'l, strikes a fine
balance between a warm and inviting
feeling, and a sharp grotesque form,
making it ideal for reading on screen. The
end result is a bold and editorial type.
To support this, we chose GT Super. This
serif type is angular, sharp and unique,
giving a sophisticated feel to the Maison
Pyramide brand.
Both types can work together in unison,
and the combination of GT Super with
Suisse Int'l allows Maison Pyramide to
highlight certain content elements.
Showroom Media
With Maison Pyramide’s physical
showrooms, it was important that they had
a strong collection of branded collaterals
to hand out at events. Within the branding
system that we created, we ensured that
the brand logo - both the wordmark and
shorthand and the brand elements -
worked well across different media pieces.
We provided several templates for the
Maison Pyramide teams to work with for
future events.
Targeting the Milennials and Gen Z consumers
Reflecting on the key audiences identified
during the discovery phase, we defined
the wireframes and content structure of
the website to cater for the three key
audiences:
- Luxury, fashion, and lifestyle brands,
- Disruptive creative businesses,
- Young brands and industryprofessionals.
Across these, we had the key goal of
targeting Milennials and Gen Z consumers
striving for a positive impact. The website
is designed to showcase the Maison
Pyramide platform and connect their
expertise to their core customers.
One main focus of the website was to use
the already existing library of editorial
images, looking at how we can visualise
the content of the website through the
different image showcases. By bringing in
the pyramid brand elements we created
one cohesive brand and web experience.
To the next generation of fashion consumers
A massive thanks to Giovanina,
Maria, Nathalie, Yann and the
rest of the Maison Pyramide
team.
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