Savile Row for the 21st century

Deliverables: Brand strategy / brand identity / website / collateral / photography

Kathryn Sargent is one of the UK’s most influential tailors, creating bespoke suits for the world’s most discerning clients.

The talented tailor decided to set up her own label, and approached Pixeldot for branding guidance and advice.

Kathryn’s career before launching her own brand included 15 memorable years at Gieves and Hawkes (No.1 Savile Row), where she was appointed Head Cutter in 2009. She is the first woman in Savile Row’s history to hold this position.

Savile row brand design by branding agency Pixeldot - based in Brighton, London, and NYC.

With the brand logo it was important to Kathryn that she be recognised for her skill and craftsmanship rather than just her fame as a senior female tailor. Therefore we felt we could reinforce this by incorporating ‘the man’ in the brand. Looking through Kathryn’s many classic tailoring books we were able to find an original etching of a semi-suited man in a document which was more than 100 years old. From this document we were able to create a likeness within the brand.

With the brand logo it was important to Kathryn that she be recognised for her skill and craftsmanship rather than just her fame as a senior female tailor. Therefore we felt we could reinforce this by incorporating ‘the man’ in the brand. Taking inspiration from historical tailoring literature we put the focus on an etching style-illustration of a semi-suited man.

The image of a traditional man is complemented by a modern, engaging and exciting font. Nearly all tailors use a traditional serif font, therefore a san serif font stands out and shows Kathryn’s ability to look at traditional design and add a modern twist.

Colouring was also key. We needed to strike the balance between looking established and serious, whilst being different from the standard Saville Row colours of blue and black. The maroon red is a colour of quality, passion and style and when mixed with the gold and crisp white, it creates a memorable and stylish brand.

Brochure design for Kathryn Sargent by Pixeldot. Creative brand agency Brighton, London and New York City.
Brochure design for Kathryn Sargent by Pixeldot. Creative brand agency Brighton, London and New York City.