Argent is a women’s direct-to-consumer workwear brand, established in 2016. They approached Decade for a rebrand in 2019. Working closely with the founder, Decade executed a total rebrand with a new logo, visual identity, high-level digital design, product and brand photography, and marketing materials. 

Argent has grown a dedicated following through their colorful and modern approach to workwear. We relaunched the brand with a campaign featuring these real customers, to celebrate the stories of the ambitious, accomplished women at the heart of Argent, and to show off individual style within a professional dress code.

We designed an easy-to-implement brand identity system with room for variety. Color is at the core of Argent’s product, and the brand uses a flexible palette of colors that can change with collections.

Logomark and Visual Identity
Strategy and Positioning
Ecomm Photography

What we did

Photographer: Matthew Sprout
Video: Nate Best
Styling: Vittoria Cerciello
Makeup: Daniel Martin
Hair: Yukiko Tajima
Production: Wildcat

The relaunch campaign brought real customers with a range of professions in front of the camera. The simple, beautiful images let their personalities shine, and were paired with details to show off the garment’s quality and construction.

Ecomm Photography

We created styleguides and art directed a new look and feel for ecommerce photography. Photographer: The Line Studios