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ADVERTISING + IN-STORE
CLIENT — LOU & GREY
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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CECILIA GATES WAS CHALLENGED TO INTRODUCE THE NEW “ATHLEISURE” TREND WHILE CREATING A COHESIVE AESTHETIC TO GAIN BRAND PRESENCE AND RESONATE IN THE MIND OF CONSUMERS. DEVELOPED A BRAND IDENTITY, BRAND VOICE, AND BRAND POSITIONING THAT HAS COME TO LIFE THROUGH PHOTOGRAPHY AND COLLABORATORS. CONCEPTED THE BRICK AND MORTAR STORES TO HAVE A MORE INTEGRATED CUSTOMER EXPERIENCE THAT TIES A LIFESTYLE ELEMENT INTO THE BRAND. CECILIA REDEFINED THE SITE EXPERIENCE WITH THE LAUNCH OF THE LOU & GREY SITE, BALANCING AN ONLINE MAGAZINE WITH COMMERCE. SINCE IT’S INCEPTION, LOU & GREY’S GROWTH HAS PROVEN TO BE STRONG. THE NEWEST ADDITION, A DIVISION UNDER THE LOFT, BOOSTED THE BRAND, ADDING $5.4 MILLION TO THE BOTTOM LINE IN THE FIRST YEAR. WITH NINE STAND ALONE STORES, THE BRAND CONTINUES TO BE DYNAMIC AND GIVE CONSUMERS A SENSE OF DISCOVERY — PHOTOGRAPHER / MARK BORTHWICK.
