From brand direction to brand system
My role
Munich studio Bureau Borsche created a new identity for Farfetch built on quiet confidence and radical reduction. My work was to make it functional at scale; across product, marketing, and global touchpoints.
The challenge
Farfetch's identity challenge is unusual: the brand must signal luxury while stepping back to let 1,200+ boutiques and designers take centre stage. The brand direction established that vision. The harder problem was translating it into a system that global teams could actually use and maintain.
The outcomes
Successful adoption
With adoption the leading cause of design system failure, the rollout was built to embed into existing team workflows rather than replace them. Foundational design elements – motion guidance, component templates, contextual documentation were developed with teams, addressing their current production pain points so that the rebrand became an upgrade rather than a constraint.
The outcome: a scaleable brand system for a global luxury platform, covering on and off-platform marketing, motion, packaging, and internal and external touchpoints.
