Here's a puzzle: how do you brand a brand that isn't so keen on branding?

Not Just A Label is a novel fashion social networking site geared towards up and coming designers, allowing users to showcase their work and offering them access to a comprehensive fashion directory.

VI's challenge was to create a name, a logo and a design-conscious online web presence that upheld the individuality of the company ethos whilst helping transform it into a recognisable brand.

Vivid Image created the name Not Just A Label to represent the client's breaking-the-mould business philosophy. Responding to quirkiness of the company, VI added the black sheep image to the logo in order to reflect NJAL's pride in being different.
VI designed a simple and minimalist site that enables fashion designers and design students to showcase their work on a blank canvas. A fashion directory of designers and look-books encourages users to share ideas and be inspired. Running with the design focus of the site, VI based its concept around a mood board which displays the designers work, directory, events, and news.

For the marketing campaign eye-catching flyers were printed and striking badges were pressed. A strong impact was made with a radical street campaign. VI engaged in guerrilla tactics, dispatching miniature toy soldiers round the capital complete with tags saying 'Make Fashion Not War'. Well, why not?

VI created a brand that fully reflects what the client stands for, as well as designing a first of its kind website. Not Just A Label.com now has designers from all over the world registering and showcasing their work.