True joins forces with Longform on brand identity

New Zealand fashion leader Des Rusk has partnered with True to develop the brand identity for the merino label Longform.

Rusk, Longform’s CEO, says: “’Long’ speaks to time, the longevity of the merino and the stories that well-loved garments accumulate over a lifetime. ‘Form’ evokes structure, silhouette and movement. It encompasses everything I’m trying to do with the brand.”

In collaboration with True, they crafted a brand identity centered on the values of longevity and restraint.

A timeless creation

Matt Heays, True’s design and creative director, says: “Every creative element – branding, packaging, copywriting, digital platforms, videography, photography, art direction and social channels – was meticulously tailored to establish a unified and enduring brand narrative, reflecting the timeless essence of the garments themselves.”

Inspired by Aotearoa’s long-standing connection to high-quality merino wool, the brand colour palette is grounded in strong, versatile neutrals reflecting the natural landscapes of New Zealand. And the photography – done in collaboration with Holly Sarah Burges – highlights the material and values of the brand, Heays adds.

Stacey Purdon, True’s senior designer, says: “The design execution of Longform is intentionally pared back to reflect the brand’s core ethos: to be thoughtful in both voice and impact, and to create something that’s long-lasting.”

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