Construct + Self Portrait

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Construct + Self Portrait

Founded by Han Chong in 2013, self-portrait has rapidly established a reputation as a game changing fashion brand. With an expanding global presence self-portrait approached Construct to define the brands positioning, establish a clear tone of voice and create a brand book and communications guidelines to support the growing business and expanding team.

“Beauty shouldn’t only be an option for the privileged few”
Han Chong, Founder and Creative Director

Brand positioning
Tone of Voice
Digital design





Working closely with Han and his team, Construct deconstructed and re-defined the self-portrait brand story. The definition of brand was created to provide a series of feelings which allow the audience to understand. Built on an appreciation of self-portrait as a living brand, unexpected, adaptive and in conversation with contemporary culture the positioning was created to inspire its audience to absorb and project the brand ethos.

self-portrait is 100% privately owned by its founder, it is brave, it is unpredictable and it has purpose. Construct’s work has helped set the path for the continued growth of this exceptional brand.

















A warm thank you to
self-portrait