Younger, Fresher, Funner: Reinventing a Maternity Fashion Brand

Client: Thyme Maternity
Project: Seasonal Campaigns
Date: 2007 - 2009

New Brand ID Rollout

Thyme Maternity, a maternity clothing line and division of Reitmans, was undergoing a brand-energizing process to reflect a more fashion-forward positioning. Stories were needed to convey the brand’s central values of joy, creativity, pride and expertise. 

I was hired to roll out the new brand guidelines alongside a talented, data-driven Marketing team! This included creating campaign and photoshoot concepts, taglines, in-store posters and pop support, catalogues, e-blasts, website content, packaging and more.

Looking back, I believe that integrating strong campaign narratives created the most significant impact. We created stories that our customers could relate to, that appealed to all their senses, as per our brand book, and that spread positivity! 

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.

Results

The results created an engaging customer and employee experience and brought new traffic and sales to the stores.