Ninety Percent
Ninety Percent is a fashion brand making everyday pieces with a twist. With each purchase they share their profits with Children’s Hope, a charity providing education and healthcare for local communities in Bangladesh. From 2022 to 2024, we redesigned their identity, tone of voice and website, which included elevating the brand’s positioning and strategy in the process. All to speak to an evolving aesthetic language of influences – from modern art and ancient history, to the natural world.
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Our new monogram emerges from the business’s unique concept – 90% of their profits are shared. The logo elegantly embraces this number, drawing inspiration from the lemniscate (infinity symbol) and nautilus shells, as well as ancient British and Cypriot ruins.
Daniel Archer’s captivating photography is intertwined with a contemporary serif – allowing the product to take center stage, while graphics quietly communicate the brand’s values. We crafted a meaningful narrative in an uncomplicated manner. Paired with a brand architecture to elevate that copywriting at every touch point.A curated collection of nature-inspired images and videos complements Daniel Archer’s thoughtful photography. Ninety Percent redefines sustainable fashion through his striking lens, capturing the essence of each garment. This library of supporting visuals reflects Ninety Percent’s commitment to both people and the planet. Our intentional, slow-paced approach sets the brand apart in a saturated content landscape.
CREATIVE DIRECTION
Elliot Atkinson
PHOTOGRAPHY
Daniel Archer
DESIGN LEAD
Emma Hursey
NINETY PERCENT TEAM
Hayley Stanton, Morgane Nyfeler, Lauren Ashdown, Markos Ioannides, Nicole Tseng, Lizzie Fidler, Zannatun Nayeem, Nabil Al-Jannati
COPYEDITING
Zoe Whitfield, Emma Hursey
PRINT PRODUCTION
Peter at Park Communications, Jot Press
UX CONSULTATION
Ahillen Kuganesan
WEBSITE DEVELOPMENT
Echologyx
PAPER
Munken Lynx Rough Natural White, Accent Antique Natural
TYPEFACES
Silvana by Siri Lee Lindskrog, Intervogue
2022 – 2024
