Brand strategy | Visual identity | Packaging | Design | Art direction
HI MAINTENANCE is a Dubai-based fashion boutique redefining affordable luxury for women with unapologetically high standards. The original identity felt overly playful and lacked the sophistication required to connect with its ambitious, fashion-forward audience.
Our task was to rebuild the brand from the ground up. Starting with strategy and tone of voice, extending through every visual and digital touchpoint.
We began with a refined brand positioning: HI MAINTENANCE is for the woman who owns the occasion. This became the core principle guiding the new visual identity and voice. Confident, elevated and assertively chic.
Our task was to rebuild the brand from the ground up. Starting with strategy and tone of voice, extending through every visual and digital touchpoint.
We began with a refined brand positioning: HI MAINTENANCE is for the woman who owns the occasion. This became the core principle guiding the new visual identity and voice. Confident, elevated and assertively chic.
The new logotype is minimalist yet characterful. A custom elevated ‘A’ subtly references upward movement and high standards, while the angled crossbar on the ‘H’ introduces a bold graphic language that would go on to influence every aspect of the brand.
An Arabic version was crafted with equal care and restraint, maintaining visual harmony and cultural relevance.
From the ‘H’, we created a monogram-style repeat pattern that adds a distinct layer of brand recognition across packaging and campaign visuals. The angled line pattern, drawn from the logotype itself, forms a versatile, directional motif. Used to frame photography, guide layout systems and signal motion.
An Arabic version was crafted with equal care and restraint, maintaining visual harmony and cultural relevance.
From the ‘H’, we created a monogram-style repeat pattern that adds a distinct layer of brand recognition across packaging and campaign visuals. The angled line pattern, drawn from the logotype itself, forms a versatile, directional motif. Used to frame photography, guide layout systems and signal motion.
The new tone of voice is sharp and deliberate: Chic, unfiltered and unapologetic.
It mirrors the lifestyle of the HI MAINTENANCE woman, one that doesn’t compromise on ambition, attitude or aesthetics.
It mirrors the lifestyle of the HI MAINTENANCE woman, one that doesn’t compromise on ambition, attitude or aesthetics.
Together, the brand now delivers more than fashion. Tt delivers a lifestyle: editorial, expressive and made to turn heads.
