Cult fashion brand DISSH launches redefined voice and campaign via Willow & Blake

Willow & Blake, the creative agency known for helping brands find their identity, has partnered with DISSH, the beloved minimalist fashion label, to elevate their brand communications with a recognisably witty yet sophisticated tone.

Since undergoing a major rebranding effort in 2020 under the visionary leadership of founder Lucy Henry-Hicks, DISSH has witnessed remarkable growth. The brand has embraced a more refined and conscious identity, resonating deeply with today’s mindful consumers.

DISSH sought Willow & Blake’s expertise to craft a refreshed brand voice and a compelling tagline that reflects their commitment to community as much as to style. This isn’t Willow & Blake’s first collaboration with DISSH—the agency previously worked on a Pride Month campaign that showcased DISSH’s dedication to inclusivity and community. This shared experience gave Willow & Blake unique insight into DISSH’s core values, and the brand’s balance of great style and intentionality.

The outcome of this collaboration is a new tagline: “Shop Intentionally, Style Effortlessly.” Simple yet evocative, the line reflects DISSH’s minimalist aesthetic and commitment to a thoughtful shopping experience. “This tagline embodies DISSH perfectly—it’s understated and thoughtful, yet decidedly chic,” said Bri Nixon, Head of Brand Voice at Willow & Blake. “It’s about creating a space for customers to feel good about their choices. And look good, too.”

The tagline is only the beginning. Willow & Blake worked meticulously to build out DISSH’s tone of voice to capture wit and sophistication with lines like “So sorry to do this to you, our New Season is full of must-haves.” and “Your clothes say a lot about you. We make sure it’s all good.” By defining these specifics, Willow & Blake crafted a voice that is as balanced and refined as DISSH’s apparel, ensuring every interaction is cohesive and true to the brand’s character.

“We love to talk (about the things we care about). As the brand has evolved through the years, it was important for us to clearly identify and articulate exactly who we are through how we communicate and how we connect with and talk to our customer, beyond the visual. Willow & Blake helped us achieve all of that (and we had a lot of fun while doing it).” said Prudence Richardson, Brand Director at DISSH.

The agency also played a role in establishing language considerations for global expansion, targeting audiences in the US, Canada and beyond.

“We believe that establishing a brand voice is about more than just words on a page—it’s about consistency and cohesion across every customer touchpoint” noted Bree Johnson, Co Founder and Managing Director at Willow & Blake. “When every element aligns, from the key messaging to punctuation, it builds a lasting impression that resonates deeply with customers. For DISSH, we wanted to make sure their voice would keep them front of mind for anyone seeking considered fashion and accessories.”

The refreshed tone of voice and tagline developed by Willow & Blake aligns with the brand’s journey towards an authentic, polished identity, ensuring they remain leaders in both style and substance in the fashion landscape. With Willow & Blake’s expertise, DISSH is now not only visually distinct but tonally aligned with its values and growing audience.