This launch provided an opportunity for a brand-halo moment out of a mediocre launch the previous spring. Reworked, resized, and a whole new line of denim provided quality that wasn’t there before in this category, opening up the customer to new styling options and the creative team a chance to marry this launch in with an upcoming promotion.
Floor cling wayfinding | in-store signage | window strategy | digital concept direction
Marketing Strategy
• Announce a new Boracay Jean for her and reintroduce a new and improved Boracay Jean for him and Big & Tall
• Will have its own moment of full-price messaging ahead of the Boracay BOGO campaign
• Aiming to put a tropical and sunny twist on denim outfitting
Color
Evergreen navy and a light denim wash pair these assets with the existing denim signage in-store. By leading with textural blue imagery we’re able to create a piece that contrasts with the existing store signage and branding without falling to the sidelines.
Easel Sign
Wayfinding Cling
Window Mock-up
Content Calendar
