Edie Parker

Framework created a new identity and logo to denote both the luxurious and fun-loving qualities of the brand. The new logo elegantly forms the letters EdP, a play on the words “eau de parfum”, and a phonetic riff on the name “Edie P.”.

To further highlight the new brand identity and logo, Framework also conceived of a campaign of eleven fake magazine covers–an innovative homage to the golden age of 1960s and 70s magazines, and a sly reference to the current discourse on fake news.

We engaged Instagram star and meme wordsmith Claudia Oshry (@girlwithnojob) to match Framework’s bold and clever art direction.

This is only a test. This station is conducting a test of the Black Frame broadcast system. This is only a test.
This is only a test. This station is conducting a test of the Black Frame broadcasting system. This is only a test.
This is a test. This station is conducting a test of the Black Frame and Framework broadcast system. This is only a test.

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