that’s !t | Liverpool

A fashion brand that makes room for self-expression.

Brand identity Brand strategy

Back to work

that's !t campaign magazine cover for Liverpool with the line I follow my own steps

Room to define your own style.

The project began with national research into how young people relate to fashion. We studied products, communication, promotions and the shopping experience, looking at that’s !t alongside competitors in Mexico and abroad. The aim was to understand what had changed, then make the offer more relevant.

Young people wanted an authentic voice and a place to express themselves without judgement. We developed the direction around a lifestyle brand where they could define and redefine their style, with clothing and accessories connected to the occasions that make up their everyday lives.

that's !t tagline Todos combinamos con todos on lime green

that's !t colour palette: Pantone 388 C lime, black and white

Everyone belongs in the mix.

Research showed a preference for essential pieces combined with touches of current style. School, festivals, weekends and more dressed-up moments each called for a different balance. Those findings informed recommendations for the collection assortment and the way the offer was communicated.

The proposed tagline “Todos combinamos con todos” expresses the brand’s belief in diversity. Styles, ideas, preferences and identities can meet without a fixed set of rules. It gives the wider offer a shared point of view while leaving individual expression open.

that's !t round hang tag on a dark background

that's !t earring display card in white and lime

that's !t accessory display card with lime edge

that's !t tagline Todos combinamos con todos on white

that's !t metal button engraved with the smiling asterisk symbol

that's !t campaign poster for Liverpool in a store window

that's !t campaign billboard for Liverpool

All work