Glacé
When actress Amanda Bynes teamed up with us to introduce her clothing line nation-wide to teens aged 13-17, it was experience in budget-savvy retail that nailed the audition.
But instead of just screaming a great price point, this campaign leverages an important insight: a teenage girl uses fashion to help explore and decide who she is—and after making most decisions, she changes her mind, quite often. What better way to accommodate her than with more cool clothes for her money?
This project included brand creation and a full identity system, in-store signage, clothing labels, print ads, mall and transit posters, direct mail, gift cards and a full press kit showcasing different looks that was sent to fashion magazines and general pop-culture press.
AWARDED
Local, Regional ADDYs
The Dear website includes an interactive closet where users can mix and match looks as well as jewelry, then share them and invite friends to join the experience or save them to their shopping list to remember in-store.
But instead of just screaming a great price point, this campaign leverages an important insight: a teenage girl uses fashion to help explore and decide who she is—and after making most decisions, she changes her mind, quite often. What better way to accommodate her than with more cool clothes for her money?
This project included brand creation and a full identity system, in-store signage, clothing labels, print ads, mall and transit posters, direct mail, gift cards and a full press kit showcasing different looks that was sent to fashion magazines and general pop-culture press.
AWARDED
Local, Regional ADDYs
The Dear website includes an interactive closet where users can mix and match looks as well as jewelry, then share them and invite friends to join the experience or save them to their shopping list to remember in-store.