Fashion with effortless style

Clothing label

“David has great creative ability, but he also cares about his clients, and their entire business. He has created a great brand for my fashion line and, over the time we worked together, become a trusted business advisor.” Mary Beth Currie, Founder/Designer, Ralston Williams

Mary Beth Currie became a fashion designer by accident. She damaged her rotator cuff in the gym leaving her unable dress herself. Instead of feeling helpless, it inspired her create a line of clothes to help other women faced with hand disabilities caused by arthritis, stroke, or simple injury. Every piece of clothing is easy to put on thanks to signature front closures using innovative zippers and magnets. The fashion label RalstonWilliams was born.

Mary Beth approached me to brand her new label and design marketing tools to promote her collection to fashion buyers. The first step was to create a mark that would stand the test of time. Inspired by the classic French fashion houses, we settled on a simple wordmark with beautiful typographic features. The tagline “Effortless Style” was written to communicate the stylish garments and dressing with ease. The wordmark’s silvery grey colour scheme was chosen to compliment any garment in the collection while subtlety referring to her customer’s hair colour.

To bring the brand to life, I recommended Chris Chapman, an exceptional fashion photographer, to shoot the collection. Shot in studio on a rich grey background, the photography captures the effortless style that defines the brand. To present the first collection to buyers, a simple but adaptable website was designed. It is fully responsive so the clothes can be viewed equally well on mobile phones, tablets and desktops and it features tools to magnify images and buttons to share them easily on social media.

Mary Beth was a terrific client who gave me the freedom to create an identity that was carefully designed demonstrating that successful branding is no accident.

Scope of work

  • Brand identity
  • Corporate stationery
  • Responsive website
  • Print collateral
  • Social media branding
  • Clothing labels
  • Print advertising
  • Digital advertising
  • email marketing
  • Press kit

Photography © Chris Chapman

Ralston Williams logo
Ralston Williams label on shirt collar
Ralston Williams hag tag on garment
Ralston Williams business cards
Website page with grid of garments
website garment detail page
website garment page magnified
website on tablet and smartphone
Lookbook cover Fall 2016
Model with logo
Close up photo of model
Lookbook cover Spring 2017
Half page ads for Spring 2017
Lookbook cover Fall 2017
Half page ads for Fall 2017
Lookbook cover Spring 2018
Spring 2018 Poster
Spring 2018 beauty shots
Lookbook cover Fall 2018
Fall 2018 beauty shots
Fall 2018 poster