Casual but Considered

Toronto, Canada / V.O.C. is an independent women’s clothing boutique with two locations in the Greater Toronto Area. In 2015, with an eye toward possible expansion and a desire to launch a robust e-commerce offering, V.O.C. hired Whitman Emorson to conduct a broad refresh of its communications strategy, and to update its identity.

Through site visits and interviews, WE developed insights into the shop’s role as a source of expertise and an accessible interpretation of trends. WE renamed the shop and created a visual system, which it applied to shopping bags, hang tags, business cards and signage, as well as an e-commerce website and the shops’ interiors.