As it is the branding of the fashion ambassador in Finland, the saturated blue combined with white and grey makes the final solution a stunning identity.
The awesome conception of the logo is achieved with a modern high-contrasted serif font. The ligature of the two o's from look attracts entirely people's attention. To balance the two words, the stems of the d's are cut being adaptaded to the o's circular shape. The i from addict loses its tittle (the point that is above) and it's completely aligned to the stem of the k. To add even more rithm, the leg of the k is enlarged to close visually the final part of the word look.
Along the entire communication, a monospaced typography is settled for almost all the long and short texts. In very little cases, a sans-serif typeface is present, as it happens with the words 'the', 'look book' and 'Finland'.
Even if they are not trying to express that their clients' profile should be that one, all the artworks are represented with a graphical good development and a minimalistic sight of addictions by themselves as drugs. That is what makes the identity look more modern.
So nice the branding, but if you surf the LookAddict website something wrong seems to have happened. The entire branding is different and the only thing that is still alive is the logo, they didn't even kept the awesome blue. It's a pity that someone took that bad decision (probably the client itself - or just the website is still being developed).