Building the visual identity that helped Prévu grow into a Selfridges-stocked menswear brand.

Three Prévu models posed together on a rooftop

During a three-year creative partnership with founder Jake Hall, Tom helped define and develop Prévu’s visual identity across campaigns, lookbooks and social content.

The work gave the growing label a more confident and cohesive presence, helping it compete within premium menswear while retaining the attitude and accessibility that connected it to its audience.

ROLE

Creative Director · Producer · Photographer

THE WORK

Campaign concept · Casting · Styling direction · Location · Production · Photography · Post-production

Prévu menswear portrait from the September 2020 campaign

Prévu campaign portrait in a refined interior setting

THE CHALLENGE

Prévu had a distinctive product and the ambition to become a premium menswear label. The opportunity was to create a visual identity that made that ambition immediately believable. The brand needed more than attractive product photography. It needed a recognisable world—one that felt elevated and aspirational while remaining connected to the confidence and culture of its audience.

CREATING THE BRAND WORLD

Working closely with founder Jake Hall, Tom developed a consistent visual language across multiple collections and campaigns. Considered casting, strong locations, controlled colour palettes and refined styling gave Prévu a more distinctive presence. Rather than simply documenting individual garments, each campaign was designed to make the collection feel part of a larger brand world.

Prévu lifestyle campaign photographed in a café

Prévu seasonal campaign portrait in a mustard outfit

A VISUAL IDENTITY BUILT TO EVOLVE

The visual system was consistent without becoming repetitive. Each campaign could introduce new locations, colours and seasonal references while remaining recognisably Prévu. This flexibility allowed the brand to evolve across different collections while maintaining a clear sense of identity.

Prévu seasonal portrait featuring a mustard outfit

FROM CAMPAIGN TO COMMERCIAL CONTENT

The photography was designed as a flexible content system rather than a collection of isolated hero images. Campaign portraits established the mood, while lifestyle imagery, product photographs, details and alternative crops provided cohesive assets for lookbooks, e-commerce, social media and wider marketing.

Prévu menswear lifestyle campaign on a tennis court

Prévu footwear displayed with branded packaging on a tennis court

THE OUTCOME

Across the three-year partnership, the evolving visual identity helped Prévu establish a more confident and credible position within premium menswear. The work supported an important period of growth for the business, culminating in the label entering Selfridges. It demonstrates how consistent creative direction, applied over time, can transform how a growing brand is perceived.

Prévu campaign group portrait photographed on a rooftop