Arnsdorf

Updating the tone of voice of a sustainable fashion brand.

Problem 

Arnsdorf is a sustainable B Corp fashion label from Melbourne, Australia. The womenswear brand had been on quite an adventure, locating to New York and back in the past 10 years. During this period of organic growth, the brand’s ethos and mission to embed sustainability and transparency into every step of the garment process remained unchanged. But their brand identity and voice were in need of an update in order to help the label to communicate its purpose clearly.

Solution 

I partnered directly with the founder of Arnsdorf, Jade, to learn about the brand’s history, its values and its future path. We worked closely together on a content review and audit to determine what aspects of the brand identity stood strong and what needed a helping hand. Next, we iterated on the brand’s tone of voice. Making sure to retain the original ideals of the brand but evolve the aspects that needed to speak more clearly to Arnsdorf's new audiences and future plans.

Finally, I worked with Jade, some of her team and members of Portable’s technology team in order to produce content for the Arnsdorf website in order to tell their story clearly, concisely and consistently.

Impact 

After the update, Arnsdorf had a refreshed brand voice, new web content and optimised information architecture to help them in reaching new audiences and achieve their future goals.

Read the full case study here.