The lucy brand was overdue for a refresh. It was perceived as a brand for a more mature and more sedentary woman. My job was to update the brand position and make the brand relevant to modern, active women.
examples of brand creative "before"
Working in close collaboration with product design, merchandising, wholesale and eCom teams I lead a 360 degree brand transformation to elevate the Lucy brand and create a cohesive and engaging customer experience across all touch points. The project had several phases beginning with a study on the Lucy voice and imagery to assert a bolder, more confident style point of view and reclaim Lucy's position as an active brand.
Sheer Strength ReLaunch Campaign: creative brief - Dawn Dzedzy / art direction - Dawn Dzedzy / photographer - Connie Aramaki
online look book
website content
social media echo assets
behind-the-scenes feature email