Client: LumberUnion, a PNW fashion and lifestyle brand.
Project Brief: LumberUnion’s goal is to become the next big American brand. In the short term, they wanted to expand their demographic (age and gender) through repositioning and rebranding. In the long term, they wanted to refresh their online presence to build a consistent cross-platform look and feel as well as ‘pop up’ experiences for consumers to interact with the apparel.
My Role, Marketing and Creative Director - Lead a small team (designer, videographer, producer, photographer, and contractors) while working alongside the CEO, Barry Miguel. In addition to leading the creative team, developed the overall look and feel of LumberUnion’s new face; logo, style guide, messaging framework/copy editing, print material, website, clothing graphics, email campaigns, and ‘pop up’ experiences.
Results: Success was measured through web traffic (increase MoM), sales (increase MoM), email collection (increase), social demographics (increase to 50/50 gender split and younger), and social engagement (increase).