The Brand Overhaul

As the interim Creative Director for this luxury menswear brand, I lead a complete redesign of the company's brand identity, including fonts, color palette, a new logo, email templates and better web practices.

 As the Art Director, I built an in-house photography studio, hired a full time photographer to assist with the growing marketing demands and developed the photography brand standards.

The concept behind the redesign stemmed from combining the old-world practices of partnering international mills and factories while targeting the modern, urbane man who is looking for superior quality and a functional wardrobe that takes him from the boardroom to happy hour.

The SS & FW LookBooks

To assist the wholesale and retail teams in their daily goals, a plan was devised to knock out a LookBook for each season's line. With market and trunk show dates approaching, a strict schedule was created to achieve our tight deadline of completion in just under a month. Once completed, the LookBooks were then optimized for viewing on the iPad as well as sent off to print for use as leave-behinds. 

The Details

Once the brand narrowed its target consumer focus down to a segment labeled The Rising Cosmopolitan, the brand imagery finally began to take shape and develop a cohesive style.