Creating a new tone of voice, brand guidelines and UX design, research, testing and development for UK outdoor clothing and equipment brand DLX. The brief was simple – to relaunch DLX as a premium affordable brand on the high street. 


Just like you, we strive to improve performance. That’s why DLX supports you in pushing for more. Rain, wind, snow or heat, we have combined years of experience in the outdoors and an accumulated knowledge of highly technical materials and expert crafting techniques to carefully curate this unique collection: a range of outdoor clothing, Skiwear, athletic wear and equipment that will enhance your experience, provide protection and keep you comfortable when you are in your element, no matter what the elements. This is what DLX stands for.