Client: Atelier LAF (Andrew Floyd Brand)

Project: Strategy & Planning

Date: 2011

Jewelry designers and siblings Andrew and Laura Floyd of Atelier LAF approached me with the desire to create a stand-alone banner for pieces that Andrew was creating on his own. As a Brand Development Consultant, my role was to survey the market, recommend marketing strategies, lead the development of the communication tools and establish a 5-year plan to help Andrew and Laura meet their objectives. This project involved several client "brandstorm" sessions, as well as interviews with potential customers, ambassadors, competitors and distributors. The main challenge was defining and sizing the market for the product, since the jewelry was quite disruptive in nature: no other brand was offering a comparable value in terms of size, material or complexity. Moreover, Andrew’s pieces did not fit in the popular "Affordable Luxury" category. A detailed plan was designed to define the product positioning, price distribution andpromotional tactics. Measures to mitigate risks were outlined should objectives not be met. To date, the plan has succeeded in securing: a celebrity sale, sales meetings with exclusive premium boutiques in NYC, product placements in leading fashion magazines, and individual customer inquiries.

 

Client: Atelier LAF (Andrew Floyd Brand)

Project: Event Planning & Design

Date: 2011
 

I  recommended that Andrew present his pieces to the Jury at Montreal’s Fall 2011 Fashion Week. Although Montreal was not our target market at the time, we felt that the exposure would help establish the brand’s "made in Montreal" value, and that mainstream awareness would boost the brand’s visibility. Andrew and Laura chose a cocktail format, which translated to one hour in the press salon, with the use of models highly encouraged. Our challenge was to ensure that the focus remain on the jewelry and the emerging brand.. The result was an installation composed of mood photography, charred railroad wood, live models and taxidermy installations. The models were styled in a "rebel chic" look with simple black outfits complemented by an elegant yet fierce attitude. A short catwalk ended with a prolonged standing group pose. One blogger described the ensemble as "stoic poetry"  Still life compositions, printed postcards, a video presentation and black licorice giveaways reinforced the message and unconventional experience. The event succeeded in communicating Andrew Floyd’s brand positioning in a seamless and professional manner. The jury swooned over the jeweler and his products, while guest and  press reviews further validated the event’s success.

 

Atelier LAF (Andrew Floyd Brand)

Project: Brand Tool Development

Date: 2011

 

Once we defined a differentiating strategy for the Andrew Floyd Brand, I was able to create its visual identity and communication tools. Laura Floyd designed the logo’s gothic lettering, to which we added an Andrew Floyd wordmark using a classic serif. This combination embraced the brand’s main characteristics: edgy, timeless and refined. It also served to reinforce the brand name association. The main challenge with building the communication tools was in translating its edgy yet refined character. I focused on highlighting the  craftsmanship of the jewelry with quality raw materials,  traditional print techniques and behind the scenes making-of photography.  Andrew’s enigmatic style was expressed throughout all communication tools. The use of space and small type pressed the refined nature of the jewelry. The palette featured  a classic warm white and black as dominant colours, with a turquoise accent. We created the tagline Adorn Yourself Distinctly to accompany  the logo,  subtly reinforcing the  exclusive nature of the product. Formats and textures were pushed beyond the norm whenever possible. The complete identity included: a business card, line sheet, lookbook, promotional teaser bracelet, postcards, website and a song written by music genius Roy Vecchio (andrewfloyd-jewelry.com).

Client: Fotini & Nicolas

Project: Event design

Date: 2011

 

Fotini and Nicolas invited me to design their summer wedding in Kythira, Greece. Our "brandstorms" quickly revealed an adventurous and stylish direction. The couple’s trip around the world, documented in a diary-style blog, stood out as an inspiration. The family-owned Windmill Resort on the island of Kythira became a natural choice as the location for the event. In developing a design direction, we chose the symbol of the windmill; it highlighted the destination while also representing Fotini and Nicola’s ability to go where the wind blows! The resort inspired the white, beige and brown colour palette, with pops of coral and turquoise. Once we solidified the direction,  the couple built a website for the wedding, also serving as an introduction to their blog. "Save the Date" postcards was sent, followed by a folder-format invitation. The invitation included an RSVP postcard and luggage tag to generate excitement for the travel adventure. The main challenges were in managing the many uncertainties that accompany a destination wedding. We focused on a few key elements to heighten the overall experience: a picture board, a Polaroid booth, signage, lighting, signature drinks with stripey straws and coordinating wedding party attire.  The results were far beyond our expectations. While the wedding set a new high standard amongst their "crew", most importantly, Fotini and Nicolas tied the knot with fun, style and adventure, along with their 80 happy guests.

Client: Thyme Maternity

Project: Campaign Concept Development

Date: 2007 - 2009

 

Thyme Maternity, a maternity clothing line and division of Reitmans, was undergoing a brand energizing process to reflect a more fashion-forward positioning. Stories needed to convey the brand’s main values of joy, creativity, pride and expertise. We created four major annual campaigns to signal the arrival of major collections, using photography on wall posters, promotional banners, magazines, couponsand advertising. As Senior Graphic Designer, I recommended that we divide the campaign strategically. While a major story focused on the fashion line, smaller editorials zeroed-in on repeated collections.  We also shot jeans, bras, panties, basics and special collections. Each season was named to introduce and excite: "Hello Spring",  "Fall For You", "Shine Bright", "Gone to the Beach", "Simple Pleasures", "Winter Wonders" to name a few. Props, accessories, trendy graphics and a strong emotional impact reinforced the message. The results created an engaging customer and employee experience, while bringing in new traffic to the stores.

 

Client: Thyme Maternity

Project: Packaging Design

Date: 2008

 

Thyme Maternity, a maternity clothing line and division of Reitmans, was undergoing a brand energizing process to reflect a more fashion-forward positioning. As lead creative, my role included designing new packaging for accessories. The challenge was to make a group of basic looking accessories look appealing; while offering our client a stimulating sensory experience. I used conceptual naming, brand colours and a gift-ready strategy to pull everything together. What were previously "Must haves" became "Feel good accessories". Quality materials, curved die-cuts, printed dot patterns and infographics communicated the brand’s new visual identity and values of joy, creativity, pride and expertise. The results created a positive return on investment and instant increase in sales. The "Back belt"  (featured on the left)  was the most successful transformation, as a practical, cute and budget friendly gift for moms-to-be. 

Client: Buffalo Jeans   

Project: Packaging Design

Date: 2006

 

As Brand Manager at Buffalo Jeans, I designed jewelry packaging to reflect the brand’s mid-level price range and "street-chic" positioning. I was approached by the jewelry buyer with a mandate to revisit the accessories packaging with a new direction to reflect a higher end
positioning. I created a first tag for earrings, rings and necklaces, along with a smaller tag for bags. A ball chain and high quality semi-gloss cardboard, combined with a timeless minimal design in silver and white served to communicate the new positioning. The new packaging was a perfect fit with the mix of vintage and modern store design, resulting in an increase in sales. As for it’s timeless quality – the packaging remains relevant and functional today.

Client: Vestechpro

Project: Event Planning

Date: 2012

 

Vestechpro is a research and innovation center for the apparel industry. Part of its mandate is to keep businesses up to date with innovations, trends and best business practices - aiming to mobilize companies towards positive change. As Development Officer, I was mandated to create a conference that would create meaningful value. I began by conducting interviews with key stakeholders, gaining insight from target clients and industry influencers. What would they expect from such aconference? What were the underlying problems and potential solutions? I selected a panel of complimentary speakers and provided them with clear guidelines for their presentations. We targeted audiences based on three criteria: 1) their capacity to contribute to the content in a meaningful way, 2) their ability to instigate change, such as government officials, and 3) theirpotential to influence the community, such as media and bloggers. We tested holding the event at Vestechpro’s Cegep Marie-Victorin location in order to keep costs minimal and chose a half-day format including a lunch-and-learn roundtable discussion to accommodate our target audience’s busy schedules. The resulting event was filled with positivity and enlightenment and 80 participants. Many attendeees commented on the quality of the speakers and the passion with which they conveyed their ideas - a notable beginning to a long overdue conversation.