Direction A selected · September 2026

A familiar Alter Ego.
A better website.

Direction A is selected. Keep the recognisable butterfly, classic typography and personal feel, with clearer services, easier shop discovery and a stronger foundation for local search.

View the selected design

Selected direction

A little alteration.
A whole new feeling.
Tailoring work

A. The neighbourhood atelier

A considered evolution of today’s identity. The butterfly, classic type and close-up craft photography feel familiar, with more breathing room and a clearer path to each shop.

View selected draft A

Earlier exploration

Keep the clothes.
Change the fit.
Tailoring work

B. A second life

A bolder direction for a neighbourhood full of vintage finds and much-loved clothes. Denim blue, larger everyday language and an overlapping image make repair feel current.

Revisit draft B
Concept fashion image for the full brand refreshalterego.

Earlier exploration

C. Made to fit you

A full brand refresh: a new lowercase wordmark, blackberry and citron, confident language and fashion-led imagery. The name and personal service stay at the heart of it.

Revisit draft C

Homepage brand concept. The fashion still life is AI-generated art direction; workshop and shop photos are from your current site. Supporting pages use the shared draft design.

References with a purpose.

Borrow the useful ideas. Keep Alter Ego’s own character.

SOJO

For clothing-led photography, confident repair messaging and clear customer actions. Adapt the sense of possibility to a local walk-in service.

LookSmart

For the connection between services and individual shops. Use simple shop choices now, with a location model that can grow as the business does.

Aesop stores

A reference to explore for giving each physical shop a sense of place. Useful for the next photography brief and location page direction.

The direction from here

Develop A while preserving the identity customers recognise. Refine the service and shop pages, with authentic team, fitting and storefront photography at the centre of the next iteration.

  • Keep Brunswick West and Collingwood as distinct, useful local pages.
  • Build the service template around real customer questions. See the pants alterations draft.
  • Keep existing service URLs during migration; simplify navigation without discarding useful pages.
  • Use one verified source for each shop’s hours, contact details and structured data.

What’s included in this round

Three responsive homepage directions, two shop pages, a service index, a pants alterations example and a quote form demonstration. A and B keep the existing logo. C explores a new identity and uses one AI-generated concept photo; all shop and workshop photos come from the existing site. Copy is draft. Regular shop hours have been checked against Google Maps; public holiday hours, pricing and policies still need a content check before launch.

These are design previews with search indexing disabled. Your current Squarespace website is unchanged. The drafts are hosted separately on Cloudflare for review.