With ultra-luxurious options lacking wearability, and the prettiest pieces made for only a few body types, New York and Company set out to change the world of lingerie with Uncommon Sense—a lingerie meets leisure collection of intimate essentials and swimwear where style isn’t sacrificed for fit and comfort always come first.
The brand launch indulged the sensibilities of today’s modern woman with real life beauty and uncompromising comfort.
As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
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As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
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As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
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As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
.jpg)
.jpg)
As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
With ultra-luxurious options lacking wearability, and the prettiest pieces made for only a few body types, New York and Company set out to change the world of lingerie with Uncommon Sense—a lingerie meets leisure collection of intimate essentials and swimwear where style isn’t sacrificed for fit and comfort always come first.
As Creative Director for the Uncommon Sense brand launch, it was my responsibility to develop a strategic brand positioning and ownable whitespace in the lingerie market. Projects included the creation of a core identity system, concepting and directing campaign and social shoots, and the development of a brand book and guidelines.
CAMPAIGN PHOTOGRAPHER: DAVID SLIJPER
CAMPAIGN CINEMATOGRAPHER: ARIAN SOHELLI
SOCIAL PHOTOGRAPHER: BRIAN BINS
CHIEF CREATIVE OFFICER: SARA ROTMAN
DESIGN DIRECTOR: JOHN CRUZ
FOR NEWCO BRANDING
CAMPAIGN PHOTOGRAPHER: DAVID SLIJPER
CAMPAIGN CINEMATOGRAPHER: ARIAN SOHELLI
SOCIAL PHOTOGRAPHER: BRIAN BINS
CHIEF CREATIVE OFFICER: SARA ROTMAN
DESIGN DIRECTOR: JOHN CRUZ
FOR NEWCO BRANDING
