open

Bringing back
the Gloria days

Revamping a classic brand

Suited Magazine

Unconventional Beauty

Welcome to
the culture of explorers

A glittering ensemble of over 107 hotels and resorts across the globe,
each with a high level of opulence

giving a store a story

Legendary moments await

a true 360 approach

A test tube experiment.

electrogeloz

Making an imprint on lives

E-commerce brings
scents of harmony

Fine fragrances meet feng shui

the premium beauty effect

Good things come in beautiful packages

beauty on a big scale

Branding elements that excite

the omni-experience

A virtual world from scratch.

old world meets e-world

Branding Chopard online.

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to
Review

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION

SPECIAL FEATURES EDITOR & CURATOR

DIGITAL

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION | VIDEO

BRAND STRATEGY | IDENTITY | COPYWRITING | DIGITAL | ADVERTISING | PACKAGING | MERCHANDISING | COLLATERAL | VIDEO

PACKAGING & PRESENTATION | VIDEO

DIGITAL

BRANDING & STRATEGY | ADVERTISING | PACKAGING & PRESENTATION

BRANDING & STRATEGY | PACKAGING & PRESENTATION

BRAND STRATEGY | COPYWRITING | DIGITAL | MERCHANDISING | COLLATERAL

DIGITAL

elevate

- verb -

1. To raise or lift (something) up to a higher position.

curate

- transitive verb -

1. To select items from among a large number of possibilities for other people to consume and enjoy

accentuate

- TRANSITIVE VERB -

1. Make more noticeable or prominent.

entice

- TRANSITIVE VERB -

1. Attract or tempt by offering pleasure or advantage.

holistic

- adjective -

1. Emphasizing the importance of the whole and the interdependence of its parts.

family

- noun -

1. All the descendants of a common ancestor.

rejuvenate

- transitive verb -

1. Make (someone or something) look or feel younger, fresher, or more lively.

establish

- transitive verb -

1. To set up (an organization, system, or set of rules) on a firm or permanent basis.

complement

- verb -

1. Add to (something) in a way that enhances or improves it; make perfect

encompass

- transitive verb -

1. To surround and have or hold within.

show

- verb -

1. Display or allow to be perceived (a quality, emotion, or characteristic).

incubation assignment

Elevate the Gloria Vanderbilt brand through visuals, collection naming,
brand packaging, and showroom presentation. Create distinct identities
for the Icon, Movement, and Reissue lines.

- EXISTING BRAND PROPERTIES -

  • Creator of the designer jean movement.
  • Credited with being the #1 fitting jean in the country.
  • Most well known for the Amanda Jean.

incubation assignment

For the magazine’s third issue, themed unconventional beauty,
RO New York founder, Rony Zeidan, drew from his experience
in the beauty industry to help curate a special feature of
influential leaders and insiders.

- EXISTING BRAND PROPERTIES -

  • Biannual fashion and art magazine
  • Founded in 2014 by Ashley Owens
  • Celebrates forward-thinking creatives and
    independent thinkers well-suited to making positive
    change through lasting means
  • Sold internationally at influential stores like
    Rizzoli, Colette, Selfridges

incubation assignment

Design and develop digital microsites for some
of the brand’s Global Explorers. Create a brand video
that captures the adventurous spirit of traveling
around the world and the coveted experience of
staying in hotels that define the destination.
Communicate information about The Luxury
Collection, its features, and its benefits through
written content, visuals, and audio.

- EXISTING BRAND PROPERTIES -

  • Owned by Starwood Hotels, the most
    high-end hotel global hotel group
  • A glittering ensemble of over 107 hotels
    and resorts across the globe, each with
    a high level of opulence

incubation assignment

In preparation for the grand opening, brand the Holt Renfrew
Men's store image and experience with a multi-dimensional
campaign, from physical space to promotional marketing materials.
Follow that with the development of a new loyalty program
for Holt Renfrew that transforms its point system program with
American Express into a stand-alone, customized membership program.

- EXISTING BRAND PROPERTIES -

  • Canada’s leading fashion luxury department store
    for men and women
  • Incomparable service program for shoppers, including
    valet services, shoe shine, and made-to-measure department
  • Previous loyalty program experience;
    point system program with American Express

incubation assignment

Free hand orchestration and development of the brand vision
from its inception.

- EXISTING BRAND PROPERTIES -

  • Couture Designer and artist enterprise.
  • Desire to build a niche lifestyle brand, starting
    with men’s accessories.

incubation assignment

To honor Electrogeloz’s 70th anniversary by creating materials
that highlight the brand’s “family” and the stories of its employees

- EXISTING BRAND PROPERTIES -

  • Founded in 1946
  • France’s largest printer group
  • Services include Small and Large Format Printing,
    Custom Cutting, Finishing and Shaping,
    and Scanning
  • Committed to the environment and CSR initiatives

incubation assignment

To develop its custom-designed e-commerce site, which reflects
the spiritual, zen nature of the brand and invites you to discover
your perfect scent through a digital Q&A.

- EXISTING BRAND PROPERTIES -

  • Niche luxury fragrance collection inspired by the
    guiding principles of harmony and well-being
  • Offers a new way of shopping for fine fragrances based on
    the five elements and their power to transform your life
  • Products include perfume elixirs and perfumed candles

incubation assignment

Create modern packaging and presentations for each brand that reflects
its identity and message, in a relevant way for today’s consumers.

- EXISTING BRAND PROPERTIES -

  • Nannette de Gaspé: defines the art of masquologie; with its
    proprietary techstile technology, this luxurious dry masque
    offers women a spa-like, youth-revealing experience
  • iluminage: within the past 6 years since its infancy,
    iluminage became the first company with an FDA approved
    at-home wrinkle smoothing laser device. With a lineup of
    innovative skincare products, including anti-aging textiles
    (pillowcase, eye mask, socks, and gloves), hair removal
    devices, and a skin-smoothing laser, iluminage is the new
    intelligence in beauty solutions
  • SiO: a revolutionary décolleté wrinkle smoothing system
    that works overnight to help reduce the appearance of fine
    lines and chest wrinkles in women

incubation assignment

  • Create modern packaging and presentations for each brand
    that reflects its identity and message, in a relevant way for
    today’s consumers.

- EXISTING BRAND PROPERTIES -

  • COTY: one of the largest fragrance and cosmetics
    companies in the world, with a unique portfolio of
    beauty brands producing some of the strongest
    consumer franchises in history
  • Ralph Lauren: world-renowned American lifestyle
    brand with multiple market divisions (luxury,
    contemporary, and masstige)

incubation assignment

Actuate Swarovski Jewelry brand recognition and customer acquisition
in the American market by executing a year-long
omni-channel marketing program: “Passport to Sparkle”.

- EXISTING BRAND PROPERTIES -

  • Leading jewelry brand in Europe and Asia.
  • Global recognition for crystal elements.
  • Less then favorable brand awareness in the US.

incubation assignment

Design Chopard’s first e-commerce site, starting in the US
with us.chopard.com,
as a framework for international roll-out.

- EXISTING BRAND PROPERTIES -

  • Renowned Swiss jewelers and watchmakers.
  • 153 years of heritage.
  • Average product price point $10,000.

Procedure

get harmony

+ read more

Used the latest coding techniques to
develop a sophisticated, yet easy to
navigate, e-commerce site.

the basic
elements

+ read more

Identified essence of the brand and
designed a clean layout with
simple, yet bold images that are
consistent with the brand’s identity.
Curated written content for the
digital Q&A and the descriptions
of each scent.

identity

advertising

packaging

showroom

website
wu xiubo
english & chinese

+ visit live site

website
helena christensen

+ visit live site

holt renfrew men

holt icon

identity

packaging

advertising

merchandising

book design

mobile site

Nannette de Gaspé

Iluminage

Sio

coty

ralph lauren

social media

+ view pinterest page

print collateral

merchandising

advertising

ecommerce platform

+ visit live site

mobile site

ad banners

- FINDINGS -

+ read more

  • Establish "gold standard" by changing signature color from purple to gold.
  • Maintain consistent brand identity through all touch points.
  • Create positive buzz about the Gloria Vanderbilt brand.

- APPLICATIONS -

+ read more

  • Branding: Applied Gloria Vanderbilt colors and logos to campaign and collateral materials.
  • In-store merchandising: Designed all in-store packaging, presentation and promotional objects.
  • Advertising: Print advertisements.

- OUTCOMES -

+ read more

  • Supporting the arts
  • Inspiring open conversation and action in the beauty industry

- APPLICATIONS -

+ read more

  • Create video that can be used for marketing
    and social media

- OUTCOMES -

+ read more

  • Share The Luxury Collection experience with the world
  • Introduce Helena Christensen and Wu Xiubo to the world as Global Explorers.
  • Attract consumers to the locations highlighted in the video, encouraging them to book their stay at one of the brand’s hotels
  • Encourage small, luxury hotels to become a part of The Luxury Collection

- FINDINGS -

+ read more

  • Bring narrative quality to shopping experience
  • Use one sensory experience to promote another
  • Establish brand loyalty through a uniquely
    personalized shopping experience
  • Create a positive relationship between Holt brand
    and customers by offering them exclusive rewards

- APPLICATIONS -

+ read more

  • Branding: Applied Holt Renfrew language, logo, and colors to campaign and loyalty program collateral to enhance brand identity
  • In-store merchandising: Designed all in-store packaging, presentation and promotional objects
  • Advertising: Out of home, window art, billboards, taxi toppers, and pop signage

- FINDINGS -

+ read more

  • Create an in-depth fictional brand adventure
    with an exclusive passport.
  • Address all marketing channels (online contest
    registration, mailers, in-store merchandising).
  • Generate reciprocate traffic between the stores,
    the microsite and social media platforms.
  • Expand client database, attract new brand
    enthusiasts.

- APPLICATIONS -

+ read more

  • Design and development of e-commerce store and showcase.
  • Monthly product and story updates.
  • Bi-annual collection specific website re-vamp.
  • Comprehensive copy-writing for every new season.
  • Retailer presentation and tradeshow designs.
  • Art direction and production of advertising, videos and seasonal content.

- OUTCOMES -

+ read more

  • Entrance into high-end doors globally. (Barneys, Lane Crawford, Isetan, Harvey Nichols, L’eclaireur, Bloomingdales).
  • Revitalization of the neckwear category with a concept of collectable art pieces.
  • International press attention.
  • Coordination of established artist collaborations with the brand.
  • Produced first Gallery exhibition, “the anatomy of the tie” HP FRANCE, 2013.

- APPLICATIONS -

+ read more

  • Lights, Camera, Action
    Injected a Hollywood spirit by filming intimate
    moments with each employee to create an emotional,
    2-minute exposé of the human touch of Electrogeloz
  • Message Sent!
    Created three :15 videos for social media and
    distribution. Designed email blast to share with the
    extensive Electrogeloz client list

- APPLICATIONS -

+ read more

  • Branding & Strategy
  • Digital

- OUTCOMES -

+ read more

  • Introduce The Harmonist to the world as a leader in the luxury fragrance market
  • Attract consumers to the brand and its product offering

- FINDINGS -

+ read more

  • Create immediate brand recognition, on-shelf standout appeal, and customer desire.

- APPLICATIONS -

+ read more

  • Branding & Strategy: Established clear, recognizable identity for each brand
  • Packaging & Presentation: Designed all consumer touch points, including packaging and merchandising, trade presentations, and online stores

- FINDINGS -

+ read more

  • Create immediate brand recognition, on-shelf
    standout appeal, and customer desire

- APPLICATIONS -

+ read more

  • Branding & Strategy: Established clear,
    recognizable identity for each brand
  • Packaging & Presentation: Designed all
    consumer touch points, including packaging
    and merchandising, trade presentations, and
    online stores.

- FINDINGS -

+ read more

  • Create an in-depth fictional brand adventure
    with an exclusive passport.
  • Address all marketing channels (online contest
    registration, mailers, in-store merchandising).
  • Generate reciprocate traffic between the stores,
    the microsite and social media platforms.
  • Expand client database, attract new brand
    enthusiasts.

- APPLICATIONS -

+ read more

  • Design and production of Passport collateral piece.
  • Travel blog story writing (20,000 words)
  • Monthly updating of microsite (Destination-specific homepages and
    product pages).
  • Social Media structure and implementation:
    130 call-to-action facebook and twitter posts with visual content.
    72 interactive facebook posts (style-oriented with product placement).
  • In store merchandising change-outs (monthly)
  • Lay out and design.
  • Definition of color codes.
  • Message writing.

- OUTCOMES -

+ read more

  • Passport distributed to 70,000 customers.
  • 2500 unique visitors/ month on passportotosparkle.com.
  • New customer data acquisition through in-store Passport
  • registration.
  • Character driven campaign creates exponential social media
  • following.
  • Honorable mention on Website awards for Design. Awwwards.com.

- FINDINGS -

+ read more

  • Design a visually rich and layered site, with full product and collection visibility
  • Balance editorial and sales content for a rich and authentic online experience.

- APPLICATIONS -

+ read more

  • Integral web design on a customized Magento framework.
  • Luxurious and accessible online global brand presence.

- OUTCOMES -

+ read more

  • Average online checkout cart of $6000.
  • Website halo effect, generating sales of high priced products in store.
  • Adaptable template for international affiliates.
  • #7 in the 2013 L2 Digital IQ Ranking for Watches & Jewelry brands.

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