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BALANCING BRAND EQUITY WITH COMMERCIAL APPEAL
We created a series of interlinking narratives to support multiple new product launches for a celebrity fashion designer accelerating into a lifestyle brand. Safeguarding the brand's luxury positioning, as well as the designer's personal brand, while also signaling commercial appeal to a broader consumer audience was a nuanced task. Our collaboration with the President produced strategic narratives that set the tone with licensing partners, creative agencies, web developers, retailers and the in-house sales and public relations teams for each new launch, ultimately translating to the introduction of branded product valued in the hundreds of millions at retail.
Our collaborations with both an iconic hotelier developing a boutique concept with a global hotel brand, and a design duo developing the uniforms for a flagship airline, produced robust business narratives that supported partnership development and attracted new growth partners to each firm.