Design for Lagerfield

I think this is interesting - developing a brand identity for a client who already has a very strong visual that might otherwise drown out any work you are trying to do. The way they have made the photograph of Largerfield into a graphic is clever - keeping his 'image' as recognisable - but making it new and modern - and I like the 'K' and the way they play with it. We don't always have the luxury of working with clients who have visual profiles we love or can control - be we can make them better and take ownership of them by studying them and understand what they are - some creatives use the phrase 'brand DNA' - I don't like it myself - but the implied meaning is correct.