My biggest project to date. Here’s how I took an idea, created a brand, delivered a tangible product, and brought it to market whilst overcoming challenges along the way.
Crafting Parell: Building a Performance Clothing Brand for Tall Men from the Ground Up
When I embarked on the journey to create Parell, a pro-performance clothing brand exclusively for tall men, I knew this would be more than just another project – it was an opportunity to fill a gap in the market that had long been overlooked. From conceptualising the brand identity to managing the entire creative process, this was a labour of love where I wore multiple hats, from designer to brand ambassador. Here’s a look at how I took Parell from idea to reality.
1. Building the brand from scratch
Creating Parell was about more than just designing clothes; it was about crafting an experience tailored specifically for tall men, a demographic often left out of the performance clothing market. The first step was defining the brand’s core identity – one that resonated with our audience’s need for style, fit, and functionality.
Brand Name: The name “Parell” was chosen for its sleek, modern sound and its connotation of parallel lines – a nod to the idea of tall, lean aesthetics. It encapsulates the vision of a brand that stands out while fitting in perfectly with its target market. It’s also an amalgamation of the words Palmerston, Arches and Wellington – the three areas of Aberdeen where the company have been based.
Logo Design: I designed the Parell logo to reflect simplicity and strength, using bold, elongated curves that visually communicate the brand’s focus on sport. The logo had to be instantly recognisable and versatile across all brand assets.
Brand Colors: I selected a colour palette that fused neutral tones like black and charcoal, and crisp white with striking accents of electric lime green. These colours not only conveyed energy and performance but also complemented the apparel’s sleek designs, enhancing the overall brand appeal.
2. Designing the Product Line
Developing the product line was a meticulous process that involved extensive research, prototyping, and testing. The team and I focused on creating performance clothing that didn’t just fit tall men but celebrated their physique. Each piece was engineered with precise measurements to ensure optimal fit, comfort, and movement.
I personally oversaw the entire design process, collaborating with textile experts and buyers to source high-quality, moisture-wicking fabrics that provided both durability and style, as well as working with printers to ensure my packaging and label designs followed rules and legislation. The collection features a range of versatile items, including performance tees, hoodies, joggers, and rest day essentials – all tailored with the tall man in mind.
3. Executing Product Photography and Promotional Content
With the designs finalised and a branding idea already in my head, I shifted my focus to the creative direction of product photography and promotional content. Managing a team of photographers, videographers, and stylists: whilst utilising my own skills and expertise in these areas; I ensured every shot captured Parell’s ethos – combining style, athleticism, and empowerment.
Creative Direction: My past experience as a senior designer allowed me to guide the creative team through every aspect of the shoot, from lighting to location. My role was not only to oversee the creative execution but also to ensure that the brand’s visual narrative was consistently on point. I was also fully responsible for studio set design within our own custom-built studio, of which I also played a major role in developing.
Promotional Imagery and Video: The visuals were crafted to highlight the unique features of each product, showcasing the perfect fit and performance capabilities. I managed and directed all studio and lifestyle shoots, ensuring that each image and video captured the essence of what Parell stands for: confidence, power, and an uncompromising commitment to quality and length.
4. Brand Communications and Being the Brand Ambassador
As the sole guardian of the brand’s communications, I managed the development of all marketing materials, including social media content, website imagery and copy, email campaigns, and product photography. I took design ownership of all brand communications, ensuring that every touchpoint reflected Parell’s voice – bold, engaging, and unapologetically tailored for tall men.
In addition to managing the creative side, I stepped into the role of brand ambassador, connecting directly with our audience through social media and events. By sharing the story behind Parell, I aimed to build a community of tall men who felt seen and catered to by a brand that truly understands their needs.
5. Challenges and Triumphs
Bringing Parell to life wasn’t without its challenges. From managing tight timelines to coordinating a diverse team of creatives, every step required strategic planning and problem-solving. However, seeing the brand grow from concept to reality, with a loyal customer base that resonates with our message, has been the ultimate reward.
Conclusion
Crafting Parell was an incredible journey that required a balance of creativity, strategic thinking, and leadership. From brand conception to the final product launch, every detail was meticulously planned and executed with the tall man in mind. I’m proud of how Parell has evolved into more than just a clothing line; it’s a brand that stands tall, just like the men it’s made for.
