The Edit approached us with a clear ambition: to become Dubai’s cult brand in fashion, design and lifestyle. While their concept was strong, the visual identity didn’t reflect the vision. It felt inconsistent and didn’t convey the store’s stylish personality. Our goal was to create a sleek, modern, minimal brand while preserving the bold, playful charm that reflects the energy of fashion, design, lifestyle and connects with its Alserkal Avenue location.
SERVICES
Rebranding, Visual Identity, Social Media Templates
CATEGORY
Concept Store
YEAR
2025
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The Strategy & Process
We redefined The Edit’s visual identity by introducing minimalist lines and curved shapes in the logo and logo mark, reflecting the movement of fabrics and the dynamic energy of its buzzing location. Bold colors, refined typography and clean layouts established a cohesive, modern foundation, while playful details added personality and approachability.
Social media graphics and other visual assets were carefully crafted to align with this direction.
The new branding projects an editorial-style aesthetic that communicates sophistication, authenticity and the brand’s cultural relevance across every touchpoint.
The Result
Modern visual identity / Strengthened brand recognition / Brand voice balancing sophistication with approachability / Clear visual positioning / Cohesive social media and visual assets
