FFORME

IDENTITY DESIGN & ART DIRECTION

2022

Agency

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Hugo & Marie, New York

Role

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Senior Art Director & Designer

Client

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FFORME

Duration

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2021-2022

Pillars

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Minimal, Full-Bleed, Contemporary

Inclusions

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Identity Design, Web Design & Social Strategy

Concept

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Hugo & Marie was engaged to launch FFORME, a new American luxury womenswear brand. Working closely with the founders and creative director, our team built upon their existing brand identity and design ethos to develop tone of voice guidelines and establish communication pillars for the brand, along with design of packaging, booklets, and business collateral. We then designed their e-commerce flagship, developing and launching the site on Shopify. Our team continues to collaborate with the brand on art direction, from digital to print collateral.

FFORME BRANDING & STRATEGY

DESIGNED & PRODUCED BY:
HUGO & MARIE

CREATIVE DIRECTION & DESIGN:
MARIO HUGO

DESIGN DIRECTION:
FANNY NORDMARK


ART DIRECTION & DESIGN:
SHEENA BHATTACHARYA
FERNANDO MONROY

STRATEGY:
MICHAEL WHITHAM
AIDAN LARNED

PHOTOGRAPHY:
ANNEMARIEKE VAN DRIMMELEN
POSTERNAKS
MEL BLES
CHRISTOPHE BERLET

Sheena Bhattacharya, senior art director at Hugo & Marie, also highlights the agency’s work with FFORME—a project on which she drove almost the whole creative development from its inception. “The brand takes a foundational, focused approach to modernist design; the clothes tell stories around well-considered shapes and volumes that create space around the body,” she says. “We were constantly deconstructing and reframing to reduce any noise that served little-to-no-purpose. It was a rigorous, rewarding exercise in synchronizing brand principles with expression—minimalism and function.”

Prior to starting at Hugo & Marie almost two years ago, Bhattacharya began working as an independent art director and contractor in Toronto, working on high-profile projects like the creative direction for the city’s 50th anniversary of Pride. What attracted her to work for Hugo & Marie was its ethos to dive deeply into clients’ brands to develop well-crafted brands and messaging. “Spending hours researching to come up with the right feeling [for client work] is an important principle I share with the team at Hugo & Marie,” Bhattacharya affirms. “There is a certain depth and thoughtfulness that is required to thrive in the work here, and that challenge keeps me motivated and grateful to contribute every day.”

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