IAYS
CREATIVE DIRECTION / BRAND TONALITY / VISUAL IDENTITY IAYS - I Am Your Sister, a fashion label focused on knitwear, with a small and considered wardrobe designed to stay over time and built around the idea of sisterhood. The new creative direction builds a world around two sides of the brand: IAYS as the knitwear house, and I Am Your Sister - the meaning behind the name - as its message. Rooted in sisterhood, it opens up for stories, creative expressions and applications. The visual world brings together imagery, art, objects and materiality, allowing IAYS to take on different expressions while keeping a tactile and artistic character A new logotype, typographic language and monogram form the foundation of the identity. The monogram brings two mirrored S-shapes together as one - a symbol of sisterhood and connection. Stylist: Rebecca Cohen, Photography: Sandra Myhrberg, Motion by Saga Ringsö.