ANN TAYLOR THE A LIST
ANN TAYLOR’S MAGAZINE
BANANA REPUBLIC CITY STORIES
LEVI’S POS PACKAGING REDESIGN
ANN TAYLOR'S MODERN CLOSET
In Spring 2014, Ann Taylor introduced their edit of the PERFECT pieces their
customer needed. These were easy, READY TO WEAR simple building blocks for the Ann Taylor woman to build her ultimate versatile WARDROBE each season.
The A-List launched in a direct mail piece, digital advertising, a homepage takeover, emails, our blog, Facebook and in-store.
The richness of the A-List story allowed for continued, more product specific storytelling in the subsequent weeks.
When at Ann Taylor, I concepted and brought to life ANN, Ann Taylor’s lifestyle magazine. This magazine featured
stories about Kate Hudson, our celebrity spokesperson, as well as featured product launches, versatility stories,
collaborations, blogger coverage and fashion stories. The magazine was incredibly successful, driving high incremental
sales and establishing Ann Taylor’s position as fashion authority and trusted editor.
While at AR, I led the internal the team to develop the Spring 2009 Banana Republic campaign which extended Banana’s exploration into the creative class. The campaign featured an ensemble cast of nine musicians from the genres of jazz, classical, indie and rock music. These included grammy-nominated Sara Bareilles, Tommy Torres and Liz Phair, Chris Carrabba from Dashboard Confessional and grammy-winning band OK Go!
CITY STORIES ARTIST VIDEO SERIES & MICROSITE
Positioning Banana Republic as a trusted editor of city culture and the style, we created a series of content rich videos featuring each of the featured artists that were in the campaign. Each artist was interviewed talking about their views on their creative process in relation to the city and gave an unplugged type performance. These were presented and hosted on a season specific microsite that brought the campaign to life.
SOCIAL MEDIA AND OTHER CAMPAIGN EXTENSIONS
The Spring campaign really came to life through programs that provided multiple engagement points for consumers. Live performances were held in select locations, Virgin America’s in-flight ‘Red Channel’ was changed to showcase only Banana Republic exclusive content, iTunes featured a Banana Republic Spring 2009 Playlist and interview and performance podcasts and the videos were featured on YouTube and Facebook.
When I was at BBH in 2003, Levi’s came to the agency looking for a complete redesign of their communications program. The rise of smaller designer jeans such as Seven and Paper Denim & Cloth were cutting into Levi's considerable market share, and the current communication system was generic— it had little to no relevance to the brand’s century old heritage as the inventor of the blue jean and didn't communicate
a modern sensibility that Levi's needed to compete in that market environment.
I was challenged with developing a cohesive graphic system that had to address the conflicting goals of showcasing both the brand’s unique 140 year heritage as the inventor of the blue jean while making the communication system fresh, modern and relevant.
With the goal of producing a graphic system that messaged both heritage and modernity, I began to look at elements that communicated heritage.— worn aged paper, stamped letters, a historical collage of Levi’s elements, engraved printing, Levi’s famous two horse pull emblem, ledger lines, and wood type. These were combined in a modernist layered design sensibility that would only be possible in a 21st century Macintosh world. Together these formed the visual language upon which the new identity would be based.
The inspiration for the system’s typography came from studying hundreds of old wooden typefaces that were used when Levi’s was first founded. This historical perspective gave the typography a relevance to the brand’s heritage and lent a warmth, character and a nod to the Levi’s origins in the California gold rush.
POINT OF SALE • FIT COMMUNICATION
Levi’s numbering system of styles is crystal clear to Levi’s brand loyalists. For the initiates, however, it can seem a bit opaque. For the redesign of the Levi’s POS, the goal was to clearly communicate the fit of each style with both photography and typography while still keeping the unique numbering system Levi’s has used for years. Photography: Nathaniel Goldberg
FIT COMMUNICATION & CONSUMER
SEGMENTATION IN PACKAGING DESIGN
With any retailer, Fit is an important communication to convey to a consumer. My challenge was to simplify and clarify the fit communication for the brand. There were two challenges. The first was to clearly convey specific fit attributes for each of the styes offered. This was accomplished with emotive, directional product photography that clearly showed style and attitude with clear fit callouts. The second goal was to create a design sensibility in each communication that addressed specific segments of the Levi’s customer (i.e. Men’s, Classic Womens, Juniors, Kids, etc...) while keeping within the overall system. This was accomplished through judicious use of color and design - (i.e. a pared down masculine palette for men, pastel colors with pin stripes of color for the juniors segment, etc...)
What Levi's ended up with was a modern packaging system that launched in 2004. It reflected Levi's heritage, yet felt modern and clean enough to attract a new generation of customers and compete against the multiple designer jeans brands that were taking away Levi's market share.