I Saw It First was founded by the co-founder of Boohoo, Jalal Kamani. The brand is a women's fast-fashion, "one-stop-shop" for on trend pieces for anyone, no matter their bank balance.
This fast paced e-tailer brings hundreds of new on-trend clothes, footwear and accessories every week, aiming to deliver innovative and unique shopping experiences for their customers.
I Saw It First collaborate with influencers from all around the world and were the official fashion partner of ITV's world-famous Love Island in 2019.
I Saw It First approached us to help them create a new brand of women’s gym wear.
They wanted the new clothing brand to be fierce and empower women in the gym. They wanted the brand to give off a stylish, ‘girl power’ appeal. I Saw It First wanted the brand to allow the girls wearing the clothing to feel confident at the gym, giving them a new found sassiness.
We did some market research within gym environments and asked women for 5 things they’d look for from gym wear brand design when looking at fitness clothing to buy.
We then created 5 different brand names with a variety of different logo designs and presented them to the client. We asked the target market and client about their opinions on the new logo and branding concepts. Once chosen, we developed the final fashion brand with different colourways, styles and looked at different ways the brand asset could be used.
This is where the brand “Lioness” was born.
We also created a brand asset of a lion from the main logo so that the new brand could be recognised without the full brand name. We developed this asset with clothing in mind, so it could be used alone on gym wear pieces, especially after customers start to recognise the brand design without the full logo.
We’re awaiting the launch of the gym wear brand. The clothing is currently being designed and developed - we will keep you posted!
We're immensely proud of the work we create and here's where we like to show our skills off.