How Styling Builds Brand Identity
How to craft a styling direction that supports brand identity as an art director
Hi everyone,
I hope you’re having a lovely Easter weekend. It’s been nice to switch off for a few days and ease into these two short working weeks. A good moment to reflect, reset, or just scroll in peace.
Lately I’ve been thinking a lot about the questions people are holding but not always asking. Creative blocks. Career doubts. Wanting to pivot. Feeling stuck.
So I’m opening up anonymous advice submissions for a new post. You can send in anything you're navigating or curious about, whether it's personal or practical. I’ll pick a few to respond to in an upcoming edition.
You can always submit your stories or questions in the chat, so more people can advise. There are wonderful creatives in the community with amazing careers and the Art Direction chat has grown into such a supportive space already and I know it can feel intimidating to share, but people really do show up for each other.
Now onto today’s post: styling.
Styling is one of the most important tools an art director works with. It shapes mood, character, and narrative before a single word is said. Whether it's through casting, wardrobe, or props, styling gives visual cues that anchor a brand's identity. In many campaigns, it's not an afterthought. It can be the core of the concept. The way someone wears a coat, the shoes they’re paired with, or the hair and posture chosen for the shot, the demographic that is targeted, all add to the world you're building. Styling creates desire. Sometimes that means looks no one would ever wear in real life. Other times it's ultra wearable, to show people exactly how to live in the brand. In both cases, the choices are deliberate. They build a visual persona that reflects who the customer wants to be, even if it's just for a moment.
Today we’re looking at how to craft a styling direction that fully supports a brand’s identity or the message of a specific campaign. I’ve created 4 detailed case studies to break down how different brands use styling as a storytelling tool, and created a styling framework to apply.
The goal is to build such a strong visual language that when someone sees a look, even if it’s pieced together from other brands, they still think of you. That’s when styling becomes a long-term asset. You get things like the Aime Leon Dore guy. The Miu Miu girl. The Gentle Monster face. It’s about planting a feeling that sticks and shaping a persona the audience can recognise or aspire to, even in passing. There are different ways to do this and today we’re unpacking how.