In this rebrand project I collaborated with leading Australian fashion stylist Lana Wilkinson and creative manager Huw Ward to roll out something new and sexy. This released alongside their 2025 Summer Collection - their biggest heel collection to date!

With a focus on occasion wear dressing, elevated styles and bold statements  - it was no shock they were looking for a logo combination that would reflect these values. While both the logotype and logomark focus on the tall nature of LW heels, they each play seperate rolls within contextual placement. Elegance is present with the logomark through a dynamic form, it can be perceived as a double 'L' for Lana, 'W' for Wilkinson, or it can even be a pair of heels. Since the shape is bold, it is typically placed as a 'signature' seperate to the logotype.

A uniform character height, x-scale and width is what makes the logotype fitting to communicate a statement brand like Lana Wilkinson. One aim of the rebrand was to have an adaptable logotype that can be bold large-scale but also small-scale, my solution was to provide two seperate optical weights with minor adjustments to each character's stroke contrast and x-heights.