Overview:

Scotch & Soda, the Amsterdam-born fashion brand known for its eclectic style and unexpected details, was ready for a major creative evolution. I led that transformation — redefining the brand’s identity, strengthening its creative foundation, and shaping how it would present itself across digital, retail, and campaign touchpoints.

Working directly with their internal teams, I rebuilt the brand from the inside out. This included a full refresh of the logo and visual language, directing a complete redesign of the global website experience, establishing a new tone of voice, and guiding campaign and video development to bring the refreshed identity to life across every market.

The work became the creative and strategic foundation for an accelerated global expansion, supporting the launch of fifteen new US stores and a dozen shop-in-shops, and giving the brand a more modern, expressive, and cohesive presence worldwide.

Strategy

Scotch and Soda needed a clearer, more contemporary brand system to support both e-commerce growth and a rapidly expanding retail footprint. I led the unification of identity, tone, and campaign language so every touchpoint, from the brand mark to the digital experience, worked together with consistency and intent.

Leading their Amsterdam creative team, I strengthened the core expression of the brand while protecting its personality. We refined the visual language, simplified brand storytelling, and built a framework scalable across collection launches, seasonal campaigns, and global marketing. Every decision was made to ensure the new identity felt elevated, flexible, and built to grow.

Identity Redesign

The rebrand began with a full refresh of Scotch and Soda’s visual identity. I refined the logo, simplified the mark, and established a cleaner, more cohesive design system that honored the brand’s Amsterdam roots while setting a stronger foundation for global growth. This updated identity became the anchor for all creative and campaign work that followed, guiding how the brand showed up across every market and channel.

Website Development

With the new identity in place, I directed the UX and visual design of the website, building a modular system that brought the rebrand to life through cleaner layouts, stronger storytelling, and a more seamless path to purchase. The result aligned the digital storefront with the updated brand expression and accelerated the company’s expansion into new regions, particularly North America.

Video Production

Scotch and Soda needed a film that captured the feeling of the new identity and introduced the Fall/Winter collection with emotion and clarity. I directed the creative, shaping the narrative and visual approach to serve as the central expression of the brand’s refreshed tone. The final piece became a key asset across retail, social, and digital platforms, reinforcing the new look and voice across every market.

Collateral Design

To complete the rebrand, I developed an extended suite of collateral ensuring the updated identity was consistently represented across global marketing and retail touchpoints. This included campaign materials, lookbooks, in-store signage, and digital assets, all designed to express the new system with precision and present a unified brand story across every key market.