▉ Brief
Generate cost-effective impact for a new clothing subscription startup through it's branding, marketing and product journey.
▉ Creative Process
Research and strategy highlighted that men in our target demographic were fatigued by mainstream brand's focusing on athletic ideals. Instead they wanted honesty paired without compromising on quality.
It's underwear on subscription. So we told it like it is, focusing on the unmistakable confidence which comes with comfort. Leading multiple physical and digital aspects of the brand's development, every detail was based on the idea of "being proud", and with wit, not "beating about the bush".
Defining the brand's identity, the website, packaging, product journey and debut campaign, were all developed in tandem for a seamless customer experience. Here I worked with a cross-functional team to lead the brand tone, copywriting and style, as well as directing and producting the initial campaign shoot.
▉ Result
On launch the brand positioning directly related to building a loyal customer base, while our B2B content helped the startup exceed it's Seeders campaign goal. Having fully rolled out, the project was featured in the Creativepool annual and averaged 8/10 on Awwwards.
