One Darnley Road
Branding + Digital

The M Project

Based in Jeddah, The M Project is an online boutique delivering contemporary fashion and accessories to an international clientele. Founded in 2014 by the Musallam sisters the site marked the first of its kind for the Saudi region, with the ambition of bringing a net-a-porter style experience to its affluent and style conscious inhabitants. Working with this innovative initiative from its inception, we were tasked with creating a fashion-forward brand identity, ecommerce website, packaging and stationery.
- Visit website
Mproject Brandpackaging One Darnley Road 01
One Darnley Road The M Project Website Row 01
One Darnley Road The M Project Website Row 02
One Darnley Road The M Project Website Row 03
Mproject Brandpackaging One Darnley Road 05
Mproject Brandpackaging One Darnley Road 06
Mproject Brandpackaging One Darnley Road 04
Mproject Brandpackaging One Darnley Road 03
Mproject Brandpackaging One Darnley Road 11
Mproject Brandpackaging One Darnley Road 09
Mproject Brandpackaging One Darnley Road 08
Mproject Brandpackaging One Darnley Road 10

The sisters are united by their love of fashion, but each have a very distinctive style – one loves romantic silhouettes, the other favours an edgier look – resulting in a unique and eclectic collection, with each piece personally selected. It was this duality that came to influence the brand identity, with a monochrome aesthetic representing the two different but complimentary personalities.

The idea of a ‘Project’ was chosen to assert the entrepreneurial and experimental direction of the venture – an ever-evolving mix of products with an ongoing commitment to bringing the latest trends and best designers direct to its audience. The confident use of black and white, along with simple typographic styling and minimal layouts helped to capture this spirit and attitude, while also allowing the pieces themselves to add the colour to the brand.

We created a simple monogram using the initial ‘M’ – the mirroring nature of the letter working to emphasis the idea of both unity and contrast. Designed to act as a signature of quality and style, this provided a visual idea that was used to create a repeat pattern that helped to add interest and texture across branded items.

With an overall clean and uncluttered visual expression, the use of materials and finishes throughout packaging and stationery were key in communicating the luxurious quality and high price points of the pieces on sale. Heavy embossed stocks, subtle metallic inks and carefully selected trimmings all came together to create a tactile nature and elevate the experience of receiving and unwrapping purchases.

For the website itself, we wanted to combine the luxury of a boutique shopping with the convenience of online commerce – creating an online experience that was simple and functional, while also evocative of the sisters’ sense of style.

Our solution was a homepage featuring an editorial fashion story that could be updated regularly. The fashion-shoot images accompanying these stories are arranged in a mood-board style, sometimes overlapping, with a parallax scroll effect. These cover stories sat below a full-screen fashion video that introduced this exciting new initiative with a bang.

We ensured the shop itself was clean and easy to use, with items that can be bought via a pop-up overlay style, similar to an Instagram wall. Aware that the core Middle Eastern audience are heavy mobile and social media users, we ensured the site is full of responsive elements, alongside everything else required for a fully professional shop – including product slideshows, related products up-sells, inventory management, email transactions, discounts and other incentives.

We used Snipcart as an intuitive and powerful drop-in tool for processing online payments securely and easily. Taking it one step further, we customised the Snipcart theme so that it would appear seamlessly as a part of the site’s look and feel (having picked up on this, Snipcart will be featuring the site as a case study in how to get the most out of their shopping-cart tool).

We also created visual assets for Twitter, Facebook and Instagram, bringing the social media presence in line with the overall brand aesthetic, as well as producing a launch gift which was sent out to xxxx. This containing high end subtly branded items as well as exclusive offers for use on the site, encouraging positive PR and word of mouth recognition through sharing on social media and style bloggers.

One Darnley Road Granor Farm Thumb

Granor Farm

Brand positioning, identity and website for diversified organic farm in Michigan

— View Project

Granor Farm

One Darnley Road Jeff Koons Thumb

Jeff Koons Editions

Website for celebrated artist Jeff Koon's new limited edition sculptures

— View Project

Jeff Koons Editions

Orveda Website Thumb One Darnley Road

Orveda

Website for new line of genre-busting + gender-neutral luxury skincare products

— View Project

Orveda

 One Darnley Road Sca Specialty Coffee Association Brand Identity Thumbnail 2

Specialty Coffee Association

Brand positioning, identity and marketing materials for the Specialty Coffee Association

— View Project

Specialty Coffee Association

Garneredthumb

The Garnered

Brand positioning, identity and e-⁠commerce platform for a luxury retail destination

— View Project

The Garnered

Mica Thumb 2

MiCA

Brand positioning, identity, website and marketing materials for a Chicago property development

— View Project

MiCA

James Patterson Outdoor Advertising Ooh 16Th Seduction Penguin Random House Underground Tube Advertising Thumbnail

James Patterson

Outdoor campaigns for James Patterson

— View Project

James Patterson

Tm Thumb

Turquoise Mountain iPad App

iPad app for major exhibition at the Smithsonian's Freer Sackler Gallery

— View Project

Turquoise Mountain iPad App

One Darnley Road  Gardiner And Theobald Thumb

Gardiner & Theobald

Brand identity, website, CMS and marketing materials for an independent construction and property consultancy

— View Project

Gardiner & Theobald

Scaa Flavor Wheel One Darnley Road Design 03

SCAA Flavor Wheel

Revising the Coffee Taster’s Flavor Wheel for the first time in 21 years

— View Project

SCAA Flavor Wheel

One Darnley Road Hadley Property Group Thumbnail 02

Hadley Property Group

Identity and website for a property developer specialising in progressive, sustainable approaches to housing in Central and Greater London.

— View Project

Hadley Property Group

Weng Contemporary One Darnley Road Thumb

Weng Contemporary

Brand creation and website for online gallery of high quality prints by key contemporary artists such as Damien Hirst, Chuck Close and Peter Doig.

— View Project

Weng Contemporary

Harpercollins Hq Branding Thumb One Darnley Road

HQ for HarperCollins

Brand creation and strategy for a new bold imprint from HarperCollins

— View Project

HQ for HarperCollins

Winkworth 2016Campaign Thubnail One Darnley Road

Winkworth

Nationwide advertising campaign for one of the UK's largest estate agents

— View Project

Winkworth

Squaremile Thubnail One Darnley Road

Square Mile Coffee Roasters

Branding, packaging and e-commerce site for award-winning coffee roasters

— View Project

Square Mile Coffee Roasters

Penguin Random House Harper Lee Go Set A Watchman Outdoor Advertising Campaign One Darnley Road Thumbnail

Harper Lee, Go Set A Watchman

Launch advertising campaign for this much anticipated book by Harper Lee

— View Project

Harper Lee, Go Set A Watchman

Mproject Thumb

The M Project

Naming, brand positioning, identity creation and e-commerce platform for a luxury online boutique

— View Project

The M Project

Penguin Random House Harlan Coben Fool Me Once Outdoor Advertising Campaign One Darnley Road Thumbnail

Harlan Coben, Fool Me Once

Outdoor advertising campaign for Harlan Coben

— View Project

Harlan Coben, Fool Me Once

Harpercollins Thumb One Darnley Road 01A

HarperCollins Interior Graphics

Interior graphics for the new HarperCollins offices

— View Project

HarperCollins Interior Graphics

Penguinrandomhouse Russellbrand Revolution Thumbnail

Russell Brand, Revolution

Advertising campaign and jacket design for Russell Brand's book 'Revolution'

— View Project

Russell Brand, Revolution

London Fields Soap Company Brand Packaging One Darnley Road

London Fields Soap Company

Brand identity creation and packaging for Wallpaper* award winning organic soap company

— View Project

London Fields Soap Company

Hc Eat Nigelslater One Darnley Road Worktrhumb

Nigel Slater, Eat

Book trailer and digital outdoor campaign for beloved HarperCollins cookery author Nigel Slater

— View Project

Nigel Slater, Eat

Penguin Warsoftherose Onedarnleyroad Thumb

Conn Iggulden, War Of The Roses

Book trailer, website and national advertising campaign for bestselling author Conn Iggulden

— View Project

Conn Iggulden, War Of The Roses

Cristalino Brand Website One Darnley Road

Cristalino Lodge

Website design, bespoke CMS options and logo refresh for award-winning ecotourism company

— View Project

Cristalino Lodge

Journeys By Design Brand Brochure Film One Darnley Road 3

Journeys By Design

Brand identity and print collateral for a specialist African safari company

— View Project

Journeys By Design

Summerfuel Onedarnleyroad Thumb

Summerfuel

Rebrand, website, printed collateral and film production for student summer experience program

— View Project

Summerfuel

Shining Girls One Darnley Road

HarperCollins

Book trailer, website and national advertising campaign for award-winning novelist Lauren Beukes

— View Project

HarperCollins

Net A Porter Website Thumb One Darnley Road

Net-A-Porter

Interactive Wish List and iPhone ident for the world’s leading luxury online fashion retailer

— View Project

Net-A-Porter

Game Of Thrones Detail Thumb

HarperCollins

Book trailer, website and national advertising campaign for prodigious author George RR Martin

— View Project

HarperCollins

Edge Of Arabia Detail Onedarnleyroad

Edge of Arabia

Brand identity, hardbound book design, website and stationery for cross-cultural arts initiative

— View Project

Edge of Arabia

Harpercollins Thegirlwhosavedthekingofsweden Onedarnleyroad Thumb

Jonas Jonasson, The Girl Who Saved the King of Sweden

Book trailer and national advertising campaign for HarperCollins’ new sensation, author Jonas Jonasson

— View Project

Jonas Jonasson, The Girl Who Saved the King of Sweden

Matthew Algie Pavilion Garden Thumb

Matthew Algie

Brand identity and packaging for established, ethical tea and coffee company

— View Project

Matthew Algie

Harpercollins 1356 Thumb Onedarnleyroad 2

HarperCollins

Book trailer and digital campaign for master storyteller Bernard Cornwell

— View Project

HarperCollins

Abdulnassergharem Onedarnleyroad Thumb

Abdulnasser Gharem

Case-bound book for ‘rock star’ of the Saudi art world

— View Project

Abdulnasser Gharem

Nadour Website One Darnley Road Thumb

Nadour

Brand identity and website for non-commercial gallery of art from the Arab world and Iran

— View Project

Nadour

Harpercollins Sanctus Thumb One Darnley Road

Sanctus

Integrated digital campaign for a HarperCollins bestseller

— View Project

Sanctus

Harper Collins Summer Invite 2012 One Darnley Road

HarperCollins V&A

Invite design for the publisher’s prestigious summer party, 2010

— View Project

HarperCollins V&A

Naturalhigh Thumb

Natural High

Brand identity and website for wilderness and safari tour operator

— View Project

Natural High

Harper Collins Summer Invite 2011 One Darnley Road

HarperCollins Kensington Palace

Invite design for the publisher’s prestigious summer party, 2011

— View Project

HarperCollins Kensington Palace

Nomad Brand Website Brochure One Darnley Road

Nomad Tanzania

Complete rebrand and relaunch of one of East Africa’s original safari companies

— View Project

Nomad Tanzania

Ahmed Mater Book One Darnley Road

Ahmed Mater

Case-bound monograph design for the renowned Saudi artist

— View Project

Ahmed Mater

Paulo Coelho Thumb

Paulo Coelho

Branding, printed material and motion graphics for a Paulo Coelho marketing campaign

— View Project

Paulo Coelho

Digital Explorer Brand Website One Darnley Road

Digital Explorer

Brand identity creation, website, desktop apps and printed collateral for education social enterprise

— View Project

Digital Explorer

Penguin Natural Causes Campaign One Darnley Road

James Oswald Trilogy

Outdoor adverts as part of a nationwide campaign for a Penguin bestselling author

— View Project

James Oswald Trilogy

One Darnley Road Thumbnail 2

Logo Design

A selection of identities created by One Darnley Road

— View Project

Logo Design

One Darnley Road Harpercollins Big Book Bonanza Thumb

HarperCollins, Big Book Bonanza

Annual theatrical 45 minute film promoting the announcement of new HarperCollins books

— View Project

HarperCollins, Big Book Bonanza

facebook icon instagram icon onedarnleyroad icon twitter icon