Rebrand — 2008

In this pitch our goal was to reposition and refine Lucky Brand Jeans image in the market. The strategy was to use Lucky Brand’s established reputation as a brand connected to the American Spirit, The Artist and Dreamer as a stepping stone to focus the brand into it’s own unique niche in the market. The genre of American Rock music was a natural and authentic fit for brand. In our pitch I created a series of album covers to articulate this concept. These albums were designed to be used as hang tags, in store installations, and potentially in marketing campaigns.

Company: TBWA Chiat

Role: Senior Designer