ISME came about as a result of a need to make the Marshall Ward female clothing and homeware catalogue more immediate and personal. It is a brand name that becomes a personification of the cry ‘this is me’, made woman in the style of female names Esme, Phoebe.

ISME had to have pan-European reach was put through our automated global negative language filter with no adverse results. For a paneuropean, multi-departmental online store focusing on the female market, not surprisingly, the project also had a very wide scope and involved checking in the trademark registers of 28 countries and in 30 of the 45 trademark registers.