Chad Allison
2008 ReBrand 100 Winners > notable
Industry: Apparel and Accessories - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - Perceived as a rising star, Chad Allison has become a leading competitor in the designer jewelry market, attracting the attention of trend-conscious consumers who place equal importance on image and product quality. Challenge - After the initial owner created a cult-like following through a rebellious pop culture-inspired aesthetic, the new Chad Allison design direction needed to reflect a softer sensuality. While the updated jewelry collection replaced Gothic and medieval themes with floral motifs and scrolls, the brand logo, advertising and collateral needed to be similarly refreshed. Strategy - A bold, modern, vertically oriented logo was created to stand apart from competitive brands. Tightly cropped lifestyle imagery paired with detail-oriented still-life shots combined to give the viewer a visual snapshot. To further soften the creative, text overlaid in a script typeface added a narrative element that verbalized a moment in the greater story of the subject’s life. Result - The resulting Chad Allison campaign, anchored by a new logo and corresponding advertisements, reignited the brand and many of the new jewelry pieces. Specific items were even renamed within the consumer marketplace based upon the narratives that appeared within the new advertisements. Credits: Client: Chad Allison - www.chadallison.com Brand Strategist/Designer: The O Group - www.ogroup.net Creative Director: Jason Cohen Art Director: Ken Rothermich Designers: Marc Belli, Miriam Weiskind Account Executive: Richelle Singleton Copywriter: Jennifer Eggers Photographer: Melissa Scheetz [back] |
