De Lavoy
Part of Gaspard · 2010 to 2013Rebranding De Lavoy around the finest custom legal robes.
De Lavoy is a Montreal legal tailor, founded in 1980, that had become part of the Gaspard portfolio. I took the existing brand and redeveloped its wordmark and logo to position it around the finest custom legal robes: high-quality materials, tailoring, and craftsmanship. I developed the website and the 16-page catalogue, directed its photography, shot a portion of the images myself, and oversaw its layout.
- Role
- Brand Identity, Creative Direction & Photography
- Industry
- Premium Apparel & Legal Attire
Highlights
- 01Existing brand repositioned around the finest custom legal robes
- 02Wordmark and logo redeveloped by me
- 03Brand website developed (since retired)
- 0416-page catalogue developed
- 05Catalogue photography directed by me; cover shot by Ian McCrossett
- 06Fabric, detail, and back-cover photography shot by me
- 07Catalogue layout produced under my creative direction
Brand Positioning
An identity that reflects the quality of the garment.
The starting point was an existing brand with a history of made-to-measure legal attire. I positioned De Lavoy around the finest legal robes: high-quality materials, custom craftsmanship, and personal service. The identity and presentation needed to communicate the care that went into each garment.
The wordmark and logo were my own hands-on work: I redeveloped both to position De Lavoy as a luxury garment brand, then carried that identity into the website and catalogue so the brand spoke with one visual language across digital and print.
Photography & Catalogue
Directed photography, a portion of it my own.
I directed the catalogue photography. Photographer Ian McCrossett shot the cover under my direction; I shot the fabric and detail work, the back-cover workshop images, and a portion of the other catalogue photography myself.
The layout was creative direction rather than hands-on production. I set the direction and oversaw the design, bringing the photography, the new identity, and the product information together in a 16-page catalogue that made craftsmanship central to the brand story.
Digital & Print
One brand across the website and catalogue.
I developed the De Lavoy website as part of the rebrand, extending the premium positioning online alongside the printed catalogue. That site is now defunct, so the catalogue is the surviving record of the work: the redeveloped identity, the photography I directed and partly shot, and the layout.