Founded by Ina Bernstein — a New York native fashionista — INA is New York’s best and most well-known designer consignment store, with multiple locations in New York City.
Level established our brand image back in 1994 when we opened our first store. Since then, they have done an incredible job in keeping true to the original idea, yet expanding it to include our new ventures such as our own label, and to reflect our growth over the last twenty years.
— Ina Bernstein
brand positioning strategy, concept, design, print management
Since its establishment in 1994, Level Group has worked to create an appropriate and recognizable brand image for INA, and steered its evolution and development ever since. The visual identity and approach used in different applications have the same goal: to position INA as not just a consignment or resale store, but as a boutique that focuses on high-end fashion.
The identity had to speak to fashion consumers both in New York and abroad, and be coherent across different venues such as signage, print material, motion, and web. The color palette kept limited to black and white so that the merchandise itself – extremely varied and often colorful – would not interfere with the experience of the garments themselves.
concept, design, animation, print management
When INA opened its first store focused entirely on men's fashion, we created an invitation to the launch party, and animation announcement for the website.
concept, design, production management, illustration, fabrication management
Environmental graphics and signage were created for all six INA retail locations — including awnings and window decals.
We also established a web presence for INA that allows its clientele to learn about the company, multiple NYC locations, follow fashion trends, and shop online.
Built using an e-commerce platform, the INA site incorporates company info, online store and blog and allows INA staff to manage most aspects of the site in-house.