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ADVERTISING + IN-STORE
CLIENT — LOFT
CAMPAIGN — FALL
SEASON — 2014
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THE WORK
RESEARCH, CONCEPT, DESIGN, PRODUCE, EXECUTE
BRAND IDENTITY
BRAND STRATEGY
TONE OF VOICE
LOGO DEVELOPMENT
BRAND ADVERTISING CAMPAIGNS
SECONDARY CAMPAIGNS
COLLABORATOR CASTING
INFLUENCER EXTENSIONS
BRAND BOOK
CAMPAIGN VIDEO
IN-STORE EXPERIENCE
DIGITAL EXPERIENCE
PACKAGING
WINDOWS
DIRECT MAIL
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PHOTOGRAPHER / DAN JACKSON.
LOFT WAS READY FOR A CHANGE. FOUNDED IN 1996, THE BRAND BECAME OUTDATED IN THE WAY OF RETAIL. THE CHALLENGE WAS TO BRING THE AESTHETICS AND FUNCTIONS UP TO SPEED WITH THE DIGITAL AND EDITORIALIZED RETAIL WORLD. CECILIA GATES DEVELOPED A BRAND IDENTITY AND CREATED A CONSISTENT VISUAL LANGUAGE AND TONE OF VOICE TO EDITORIALIZE THE BRAND AND ENGAGE A NEW CUSTOMER SEGMENT. ESTABLISHED AN IMAGE DIRECTION TO CARRY THROUGH TO ALL BRAND TOUCH POINTS FROM DIGITAL TO IN-STORE. CONCEPTED, PRODUCED, DIRECTED, AND EXECUTED SEASONAL ADVERTISING BRAND CAMPAIGNS. DEFINED AND DEVELOPED 360 ADVERTISING CONCEPTS, INCLUDING SEASONAL STORIES AND TONE OF VOICE. EACH CAMPAIGN WAS FOLLOWED THROUGH TO EXECUTION INCLUDING PRODUCTION, ON-SET CREATIVE DIRECTION, POST-PRODUCTION, ADVERTISING, AND DIGITAL. BUILT AN INTEGRATED IN-HOUSE CREATIVE TEAM TO EXECUTE AGAINST THE NEW DIRECTION. TEAM INCLUDES CREATIVE, EDITORIAL, STYLING, DIGITAL, E-COMMERCE AND NEW STORE DESIGN.
