Silver Cross had been at the forefront of pram and pushchair design since 1877. They were increasingly moving into global markets and briefed us to position their brand. We commissioned an extensive range of high-end photography, developing a range of materials that combined the classic and the contemporary to create an aspirational brand identity rooted in British heritage.
At the heart of this identity was the Brown typeface - a sans serif that gives a modern edge to the British classic Johnston. Centred headlines, wide letter spacing and the introduction of a secondary ‘Since 1877’ ribbon device worked with Brown to create a flexible and distinctive brand architecture. High-end photography was also vital for communicating the elements of luxury, precision engineering and timeless British style that are fundamental to the Silver Cross brand. Alongside this we developed the campaign line ‘Born in Britain’ and a distinctively British tone of voice. The brand identity was applied across advertising, look books and a prestige brand catalogue. Studio photography by Matthew Seed.