ECHO NEW YORK
A century-old fashion house, reimagined for the modern world
Since 1923, Echo has been creating vibrant scarves and accessories that reflect the dynamic spirit of New York City - with rich colours, iconic patterns, and tactile textures.
With over a century of heritage, Echo stands as a well-established fashion accessories company, yet it still has untapped potential when it comes to consumer awareness, engagement, and cultural relevance.
To help bridge that gap, Echo partnered with SUM to undertake a complete brand relaunch.
The brief: To build the brand, both strategically and creatively, to enhance its identity and modern relevance, while honouring the equity and storytelling that has built over decades.
Elevating a Legacy Brand for a Digital-First Audience
While Echo’s aesthetic has long been recognisable, it lacked consistency and a unified tone that could resonate with today’s design-aware, digitally native audience. Working closely with Echo’s senior team, SUM developed a new brand platform and visual identity system that redefined how Echo appears to the world.
What emerged was a brand narrative that is deeply rooted in Echo’s original ethos: the fusion of art and fashion.
Ever since the company was founded, Echo has celebrated art in all its forms, transforming scarves and accessories into personal expressions of individuality. That core belief became the foundation for a clearer, bolder, and more emotionally resonant brand.
Strategic and Creative Reset
Rather than starting from scratch, we treated Echo’s rich New York legacy and its design heritage as core assets. The new brand strategy established Echo as more than a textile and print company. It is now positioned as a modern fashion brand, editorial in tone and able to hold space in both luxury and lifestyle contexts.
Key deliverables included:
Development of a refined brand positioning and narrative
A new visual identity, including a redesigned logo and type system
Creative direction for digital and campaign communications
Clear guidelines for internal and external rollout
Support for future product strategy in line with the new brand vision
Prepared for the next 100 years
The result is a coherent and confident identity that expresses Echo’s legacy with renewed clarity and relevance. It offers sharper visual consistency and a more sophisticated tone of voice, helping the brand to connect authentically with a new generation of consumers, while still reflecting the artistry and values that have defined the brand since 1923.
This collaboration has been a testament to how thoughtful, strategic rebranding for heritage fashion brands can unlock new potential, without erasing the past. It positions Echo as a culturally engaged, creatively led New York fashion brand ready for the years that lie ahead.
