Fashion
Mimco
We worked with leading Australian accessories retailer Mimco on two seasonal campaigns, including the launch of their highly anticipated shoe range. Not only did our creative direction capture the brand’s whimsical, imaginative spirit in store and online, we also produced a captivating moving-image piece to launch Mimco shoes.
Creative direction / art direction / moving image
Herringbone
From its initial beginnings as a men’s mail-order shirt business, we formed an intrinsic part of the Herringbone label, designing the brand’s identity that has gone on to become the symbol for timeless, ‘a cut-above’ tailoring. Over the following 9 years, we were the label’s creative business partner, helping the brand to evolve into an iconic Australian fashion retailer, one that now includes women’s wear as part of its offering.
Working across all touch-points, our seasonal campaigns encapsulated the brand’s enduring story, with our catalogues winning numerous awards for outstanding design, including a coveted Finalist award in the brochure/annual report category at the World Luxury Awards in Monaco, 2007.
Creative direction / art direction / design / brand strategy / copywriting
Herringbone SS07
Oroton
Once thought of as a commodity handbag label, we successfully helped reposition Oroton as an international accessories label over 7 years. We creatively and strategically guided the brand across all channels, including packaging, marketing and seasonal campaigns, establishing the ‘O’ symbol as a key brand icon that’s still relevant today.
Creative direction / art direction / design / brand strategy / copywriting
Witchery S/S11 - Part 1
Our S/S11 vision for Witchery and WitcheryMan celebrates identity with 'The Power Of Individual Interpretation'. Dividing the season into two parts (Aug - Sept; Oct - Dec), the campaign cleverly distills today's ocean of trends into those with the most fashion potency, encouraging consumers to articulate their inner fashion chameleon to the world at large and 'escape conformity', all achievable through wearing Witchery, your way.
The campaign is brought to life through multiple communication channels, including website, EDMs, in store and print. The catalogue's editorial look and feel reinforces Witchery's authority in the fashion arena and also acts as a 'call to action', encouraging Witchery Loyalty Members to take advantage of the offers inside, and inspiring non-members to sign up and enjoy this - and further - rewards.
And with our seasonal competition posing the question, 'Which style city are you, Minimal NYC or Man-Style Paris?', the power of the personal is put in the hands of Witchery Members who vote to have their say online for the chance to win a trip for two to the 'most-clicked', style capital.
'The Power Of Individual Interpretation' has never looked so good.
Brand strategy / creative direction / art direction / design / copywriting
Witchery S/S11 - Part 2
The second part of our S/S11 campaign for Witchery, ‘Take 2’ continues to celebrate the power of individual interpretation, brought to life via multiple communication channels. Through catalogue, website, EDMs, print advertising and in store, the consumer is once again invited to take on the season’s key trends (Resort, Glamour, Relaxed for HER; Resort, Preppy, Relaxed for HIM), as interpreted by eskimo.
Forming part of eskimo’s ‘Take 1’ brand strategy, our ‘Paris vs. NYC’ style competition asked Witchery members to cast their vote on which of these cities most reflected their style. The results are in, with the feedback and figures proof-positive that our continuing vision for the brand is more than achieving its goals:
• 21,000 entries overall for Paris and New York (Paris 9,989; New York 11,002)
• 650 Facebook / photo entries
In addition, eskimo’s inspired monthly ‘Shop Pages’ for both Witchery and WitcheryMan have seen online sales lift dramatically, with sales via the website now doing above and beyond expectation.
From every angle and across every touch-point, Witchery S/S11 – Take 2 is once again imbued with strategic intelligence and style, a combination of creativity and fashion nous that will undoubtedly see the brand’s popularity taken even higher.
Brand strategy / creative direction / art direction / design / copywriting
Witchery A/W11
For Witchery’s A/W11 campaign, we continued the thread of ‘Inspired By’, this time around taking our cues from ‘Inspired By Style’. With the seasonal looks taking shape in updated classics, our monumental backdrop of heritage meets modern architecture successfully answered the fine line between taking fashion forward whilst firmly embedding the timeless in the now.
Extending the idea of style, and reinforcing the brand’s authority in a saturated retail environment, our strategic design rolled out across Witchery’s website ‘Shop’ pages; in-store imagery; ‘Celebrate Your Style’ competition and collaboration with international stylist, Gabriele Hackworthy, showcasing the latest Witchery A/W11 collection in Madison magazine. We also devised a series of ‘Style Rules’, faultless guides to putting the latest looks together for both Him and Her.
Creative direction / art direction / design / copywriting
Witchery A/W11 - 9 x Timeless Guidlines
As part of their A/W11 season, Witchery looked to us to create a concept and ensuing competition that would bring their ‘Wear It Now’ pieces to the fore. Tying in with the campaign imagery, ‘Inspired By Style’, we devised a series of ‘9 x Timeless Guidelines’. Taking 9 ‘rules’, we applied them to classic-with-a-twist images for both Witchery and WitcheryMan, capturing the current trends and detailing the how / why and when to wear them this season, and beyond.
A stylish ‘How To’, the images and accompanying text rolled out across several communication channels. In store, online (including weekly EDMs) and two booklets (‘His’ and ‘Hers’) announced the new season.
Creative direction / art direction / design / copywriting
WitcheryKids A/W11
For the inaugural S/S10 WitcheryKids campaign, we established the children’s sub-brand with its own microsite, one distinct from the adult brands, yet still maintaining the inherent Witchery visual language. For the A/W11 campaign, we built upon the brand’s DNA, bringing WitcheryKids into the fold under the seasonal theme, ‘Inspired By Style’, giving it a playful twist – ‘Style Recruits’ – for the junior market.
With up-to-the-moment trends reinterpreted for the smaller set, our campaign continued the theme of fashion as adventure for boys and girls aged 2 – 9, with a line-up of kids capturing the spirit of the season in both still and moving image.
Creative direction / art direction / design / copywriting
WitcheryKids Film A/W11
Witchery S/S10-11
Witchery S/S10-11 Film
For Witchery’s S/S10-11 campaign, we extended the brand’s channels of communication once again to create an accompanying online film, one that complemented the seasonal theme of ‘The Journey’.
Shot on location during the stills shoot, the evocative piece brings the still-imagery to life, acting as the escapist, emotional adjunct to the online and catalogue components and adding another successful string to the brand’s bow. With the ever-increasing use of online film in fashion, we continue to work closely with Witchery to capture the seasonal spirit in moving image and, in doing so, introduce the brand to a growing, online global audience.
Creative direction
Witchery A/W10
Witchery A/W10 Online Film
One of our enduring clients, Witchery, sought to introduce its newest arm, WitcheryMan, to a wider consumer audience. Revolving around the theme, ‘Modern Love’, our online film brings the Witchery woman and man’s A/W10 ‘story’ to life in moving image.
Complementing the seasonal paper, this first-time use of film for the brand saw thousands of hits on both its website and YouTube, thus introducing the label to a global market and placing it en par with the now ‘must-have’ moving-image component that high-street and ready-to-wear labels now employ to increase brand awareness and generate even greater sales.
In a worldwide retail environment that has extended far beyond the traditional means of communication to include Facebook, Twitter, and more, the importance of the within-reach, moving image cannot be underestimated. At once strategic and authentic, our Witchery A/W10 online film gives back to the consumer whilst adding much more to the brand.
Creative Direction
Zu
We created ‘The ZU Project’ as a means to inject ZU Shoes with a strong, fashion-forward brand engagement strategy whilst adhering to a GFC budget. Collaborating with several of Australia’s leading fashion photographers, the result was a fashion-savvy, boldly designed campaign that stretched across in store, outdoor street posters, online and, of course, the catalogue, its loose pages doubling as A3 posters.
The feedback from both client and customers was wildly positive. The catalogue disappeared from stores at an unanticipated rate and saw over 4000 entries in their online competition, ‘Vote For Your Favourite Statement-Maker’, with 60% of those joining the VIP database.
Brand strategy / creative direction / design / production
MARCS Babydoll
MARCS Babydoll is the younger sister to Australian fashion label, MARCS. Our seasonal campaigns rejuvenated the brand; with the imagery and accompanying copy bringing a much-needed freshness that saw the label repositioned back on top of every girl’s fashion radar.
Creative direction / art direction / design / copywriting / print advertising
Amanda Garrett
Amanda Garrett is one of Australia’s finest bridal and eveningwear designers. Working creatively and strategically, we breathed fresh life into the brand with a compelling new identity that’s at once contemporary, whilst still retaining Amanda’s signature timeless appeal; our supporting brand language pushing the label into a slightly more risqué territory, creating greater cut-through and increasing desirability to a wider customer base across all touch-points.
Brand identity creation / art direction / design / copywriting / print advertising
Rachel Gilbert
To align with the opening of her flagship store in Sydney’s Paddington, Australian fashion designer Rachel Gilbert sought eskimo’s expertise for a sophisticated refresh of her eponymous brand, a favourite of both local and high-profile international clientele.
The challenge lay in subtly progressing the brand’s current identity without straying too far from its DNA. Utilising the existing black and white palette, our customised typography captures the label’s refined, modern simplicity; the use of restrained textures and finishes throughout the collateral a reflection of the brand’s luxurious sophistication.
Timelessly chic, our new identity imbues the Rachel Gilbert aesthetic perfectly, its elegant refinement and nuanced embellishment a subtle nod to the brand’s detailed beauty..
SABA Spring '11
For their S/S11 campaign, SABA appointed us as their strategic-creative agency to refresh the brand and enhance its premium nature. Our approach looked at the brand’s DNA, developing a design-led strategy that would underpin SABA’s creative vision with a theme and direction for their new-season collections across a broad range of communication channels.
SABA’s heritage is one of considered, intelligent design with timeless appeal and modern-day relevance. Drawing inspiration from their streamlined silhouettes and pared-back elegance, we introduced the element of water as the season’s guiding principle, one that perfectly complements the pure, bold, and effortless nature of the brand’s cleverly distilled S/S11 collection.
Devoid of the superfluous, our striking, multi-channel campaign eloquently captures the energy of the new season across print, catalogue, DM, online, film, eDMs, windows and in store. Invigorating and inspired, the brand’s purist aesthetic has never looked so inviting.
Brand strategy / creative direction / art direction / design / copywriting
SABA Summer 2011
SABA’s summer 2011 campaign sees a progression from the previous guiding principle of water into that of movement and light. Our approach, therefore, was an evolution, not revolution; a visually stunning segue from the purity of ‘The New Simplicity’ into the illuminated beauty of ‘In A New Light’, reinforcing the brand’s streamlined, premium nature.
Essential, bright, and positive, light is the successive iteration of the previous season. Using the same fundamental design, the SABA confidence is reflected by shooting in studio, the stripped-back surrounds serving to amplify the colour-fuelled collection.
It’s a celebration of the brand’s minimalist approach – a clever distillation of the SABA aesthetic down to its purest elements across a seamless, multi-platform campaign. In this spectrum of energy, colour, and beauty, ‘The New Simplicity’ continues to shine with style and intelligence for summer ‘In A New Light’.
Brand strategy / creative direction / art direction / design / copywriting
Style Me Romy
Style Me Romy - Bag Lunch
Pink LouLou
BRIEF
Australian jewellery label, Pink LouLou, sought eskimo to give both the brand’s insignia and collateral a visual ‘overhaul’, one that would capture the juxtaposition of the traditional / modern, sophisticated / tongue-in-cheek nature of Pink LouLou and inject it with a unique, fresh feel.
INSIGHTS
Pink LouLou is the brainchild of Tasmanian-born, now Sydney-based, Skye Campbell. The label began with her ‘Map of Tassie’ necklace, a mischievous nod to her heritage and Australian larrikinism in both gold and sterling silver. A little naughty and a lot of nice, symbolism and history form an intrinsic part of every Pink LouLou creation, with the brand’s essence of inner strength and friendship reflected in the fine knot detail of every piece. Girlie yet streetwise and adored by a wide range of women, the challenge was to create a cohesive whole that successfully announced the label’s stylish, playful, and premium offering across a variety of touch-points.
STRATEGY
eskimo’s solution was two-fold. Firstly, the Pink LouLou insignia was made distinctly personal through illustration, bringing to life the brand’s patriotism and symbolism (the Tasmanian Tigers, the crown, the knot), giving the label a unique, classic-with-a-twist ‘stamp’ that not only sets it apart from its competitors, it meets the criteria in an engaging, exciting, and fashion-savvy way.
Secondly, we expanded on the use of illustration and the bold fluorescent pink and white colour palette to bring Pink LouLou’s tongue-in-cheek personality to the fore. The illustrative nature of the new insignia was developed for the gift cards, each given a hand-drawn message, while the brand’s fluorescent pink becomes both a fashionable accent and an unexpected surprise as the classic packaging slipcase is removed.
The result? Perfectly Pink LouLou.
