Hope Fashion

Tone of voice, online content and photography

Nayna McIntosh – who was responsible for the launch of George at Asda and Per Una – asked us to work with her on her new womenswear label Hope. Working on a start up is always exciting and we knew that our extensive experience of engaging effectively with over 40’s women would stand us in good stead. After submerging ourselves in the brand’s DNA we created a distinctive tone of voice and produced stories to communicate the label’s USPs. We also cast and shot the imagery for a press look book, which has been really well received.  This is only the start though…


"The team at Axon gave me the creative confidence to bring my new brand alive. They simply understand the customer and that for me is so key in retail."
Nayna McIntosh, Founder, Hope