When XCVI first approached us, they already had a solid client base with steady sales growth across national markets. Realizing that is was time to capitalize on the buzz, they were ready to take their brand to the next level. XCVI had a general sense of their market, but needed our help to truly define their consumer — not just her characteristics, but her lifestyle and personality. Before any work was done, a combination of targeted surveys and one-on-one interviews with key decision makers helped us create an accurate consumer profile. This became the foundation for all future brand development.

XCVI Before
[ The Brief: XCVI Before ]

When XCVI first approached us, they already had a solid client base with steady sales growth across national markets. Realizing that is was time to capitalize on the buzz, they were ready to take their brand to the next level. XCVI had a general sense of their market, but needed our help to truly define their consumer — not just her characteristics, but her lifestyle and personality. Before any work was done, a combination of targeted surveys and one-on-one interviews with key decision makers helped us create an accurate consumer profile. This became the foundation for all future brand development.

Brand Positioning Boards
[ Strategy: Brand Positioning Boards ]

Before any design work began, the next step was to identify XCVI’s primary and secondary markets, and the key features that described them. Based on this research, we were able to articulate and define the core concepts of the brand and demonstrate them visually. The boards were a checkpoint for strategy — making sure the client and creative team were all on the same page.

Logo Redesign
[ Identity: Logo Redesign ]

The next step to re-branding XCVI was to address the problems with the mark. Before, there were multiple versions of the logo and no brand hierarchy to accommodate different divisions within the company. Our solution leveraged the existing maze mark for brand equity, but gave it a much needed facelift and a custom letterform design. A color system allowed for identifying company divisions, product growth and extension over time.

Branding Guidelines
[ Identity: Branding Guidelines ]

With no formal guidelines, XCVI had multiple versions of the mark and logo, no true color story, and competing graphic design sensibilities — all of which made for a diluted brand. With the seasonal changes in fashion, it was critical to create a consistent brand look separate from changing trends. Our solution was a comprehensive guidelines manual that included identity usage, color palettes, typeface systems, photography style guidelines, and 2-D and 3-D applications.

Stationery System
[ Identity: Stationery System ]

The next step to re-branding XCVI was to address the problems with the mark. Before, there were multiple versions of the logo and no brand hierarchy to accommodate different divisions within the company. Our solution leveraged the existing maze mark for brand equity, but gave it a much needed facelift and a custom letterform design. A color system allowed for identifying company divisions, product growth and extension over time.

Published, Package Design Magazine, 2009

Print Ads
[ Advertising: Print Ads ]

To kickoff the new XCVI brand, we wanted to make a bold statement. Our solution — “product as king” photography with a clever twist. Elegant white backgrounds made the clothes pop — while pop-art inspired propping gave the images a sense of cool. The images spoke to the unique process involved in making the clothes and pulled the viewer into this conceptual, dynamic campaign.

Brand Brochure
[ Printed Collateral: Brand Brochure ]

We launched the new XCVI brand campaign with a strong conceptual piece designed to capture the attention of new and existing buyers alike. The photographic campaign was reinforced with bold product photography calling attention to the clothing details — a hallmark of the XCVI brand. Real fabric on the cover brought the interactive experience of the campaign into the hands of the buyer.

Look Book
[ Printed Collateral: Look Book ]

To evolve the brand from the original “product as king” concept, this piece focused on the details in a whole new way. A simple, clever folding technique created an abstract framework for the clothing details — this time shot directly on the model.

Published, Package Design Magazine, 2009

Website and Social Media
[ Digital Media: Website and Social Media ]

XCVI needed a website with a content management system so they could blog, update product images, and add news and events whenever they wanted. The new design took a collage-inspired approach to communicate XCVI’s casual take on fashion, with overlapping patterns and textures and a scrap book technique in the photography. A custom corporate blog and newsletter system created a forum for communication with customers and fans.

Trade Show Booth
[ Space: Trade Show Booth ]

The MAGIC show was XCVI’s first opportunity to introduce their new brand on a larger scale. Dramatic use of photography, bold color, and branding created a strong statement, comparable to leaders in the category. At the same time, the booth layout of enclosed, intimate viewing stations maintained the feeling of warmth and welcome for which XCVI is known.

Showroom
[ Space: Showroom ]

The final step in the XCVI brand transformation was the showroom. From the seamless integration of two previous spaces into one, to the finishing touches of flowers and accessories, we designed and directed every stage of the showroom’s transformation. A strong branded environment was created using color palette, photography, and signage, custom-designed display and storage units, and brand-enhancing furnishings and accessories.

Published, Package Design Magazine, 2009