Art Direction and Design
Our art directors are brimming with original ideas and have the experience, skills and connections to make your vision come to life.
Case Study: Martin & Osa – branding, art direction and design:
American Eagle Ownership Group approached Art Director, Beth Fazio to develop the concept for a new brand that would sell at a slightly higher price point and target the 30-something consumer. Taking her inspiration from imagery that, among others, included Katherine Hepburn playing tennis in flannel pants and a cashmere sweater, Beth created a concept that would connect with customers for who “active” was a lifestyle and mindset, rather than a sport.
The concept was applied to every aspect of the brand’s identity. From naming the brand Martin + Osa (after American explorers who captured the public’s imagination in the early 20th Century) and creating the logo and identity, to art directing a shoot, designing the brand deck and positioning collateral and creating a gallery like setting for the retail environment. The end deliverable was to present to the board of directors for their vote on whether to fund the concept for the brand. They did! When it came to launching the concept 18 months later, American Eagle once again recruited Beth to fine tune the identity, create packaging and concept and design their marketing collateral. For the latter, Beth settled on a series of newsletters (of the old-school paper variety) that told the story of Martin + Osa to the internal corporate department as well as the press and consumer. Beth used Tim Walker’s photography to capture the essence of the brand, and collaborated with Mark Welsh to develop a unique brand voice. The result was a series of newsletters that told a story that was fresh, unexpected and defined the brand in the most compelling of ways.