Outerwear For All Who Care
We made a no-name brand cool — in one season.
We hustled hard to develop a brand identity, ethos and story that would resonate in culture. From basic girly micro-influencers to the back of multi-platinum selling artist A$AP Ferg wearing the neon 3M reflective bomber on in his video “JET LAG”, it’s fair to say we delivered.
Other successes included Miley Cyrus sliding into our DM thanks to our instagram ads, PETA awarding us for Best Vegan Jacket, CAFA nominating us for Outerwear Brand of the Year award, and celebrities like Quest Love stopping by our gifting booth at the Grammys.
Brand Identity
Until we strolled in, the only claim NOIZE had was “vegan”. We created the ethos and tagline “Outerwear For All Who Care” and its visual identity was designed to tell tale of equality and empathy being accessible (read, affordable) for all.
Brand Story
It was a massive undertaking, and extremely rewarding creative challenge to educate internally and to the world on the new positioning. From Brand book to product tags, new web design and style direction — and beyond.
Merchandising
Bucketing the extremely large 300+ collection was never something they communicated to customers. We introduced the idea by grouping the trends with cultural moments — and watched under-performing SKU’s sell-out fast.
Editorials
We also introduced various content streams as a means for entertaining, engaging and educating our fan-base about the brand’s purpose. We developed editorials for our key merchandising stories, and developed more dynamic content with stop-motion to bring fun to the website and our socials. We also partnered with extremely gifted budding talent for our stills and motion, but also to support our ethos of equality and inclusivity.
OOH
Without us, they never hand any content outside of ecomm to grace banners and billboards. The brand was growing and getting known across US and Canada. It was unreal to see people wearing the brand on the street.
Social Content
Prior to us, their content was fully composed of micro-influencers. We provided a POV, art direction, tone, and above all, a fun dialogue.
Credits
Creative Direction: Nina Mourin
Art Direction: Jessica Saesue
Concept: Nina Mourin and Jessica Saesue
Director: Roxana Bazgoneh, Sidewalk Studios
Producer: Sebastien Vergne, Sidewalk Studios
Stylist: Tiffani Williams