Decode is a new fashion boutique store in Lagoona Mall, Doha, targeted at cutting-edge fashion-seekers. My role was to develop brand concepts right from the first stage of development starting with the name, which included developing the visual concept behind “decode”, the branding and the design across all media and executions after the client chose that route.
The core idea behind “decode” plays both on the digital aspect of a code as a play of interchangeable units, as well as the idea of a dress code. Taking the opportunity to embrace the trend of digitalisation the identity is led by it’s digital implementation as animation of interchanging letters developed in a later stage.