PVH is a global lifestyle company driven by its iconic brands, Calvin Klein and Tommy Hilfiger. To reposition PVH as the highly impactful platform that it is, we imbued the brand with a level of sophistication traditionally reserved for cultural institutions. Inspired by the metaphor of PVH serving as a gallerist, finding and nurturing artists, we rethought how the company would showcase its brands: more like art objects in a gallery, exalting them through thoughtful use of negative space, layout, color and typography. Our visual system allowed PVH to appropriately recede into the background and honor its most valuable possessions: its culture-driving apparel brands.
- Creative Direction
- Branding & Identity
We began by leveraging PVH’s brand equity in its logo and reframing it as both a window into PVH’s world, and a building block for its layouts. As a building tool, the logomark informs the grid for a given layout and allows for a flexible system for images and typography.
Color is used both for content organization and as an external facing brand element. We created a flexible color palette inspired by PVH’s home: New York City. Featuring a range of shades for accessibility, color is also pulled from both Calvin Klein and Tommy Hilfiger photography, again utilizing PVH’s communications as an opportunity to elevate and prioritize its brands.